Campaign Ideas

Campaign Ideas - Existing Songs Image

3. Existing Songs

  • Existing songs work well in radio advertising because many stations are music based.
  • The familiarity of an existing song gives character to an advertising campaign.
  • The emotion in a love song or the energy in a dance track will help define your brand personality.
  • If the 'fit' isn't right for your brand, listeners will happily sing along but forget whom the ad was for.
  • The costs for using an original track can be prohibitive so you may want to consider re-recording it.
  • If you decide to re-record a track, consider a new arrangement. This will make the music more distinctive and your brand will be able to 'own' it.
  • Avoid tweaking song lyrics to include your brand name.