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Do jingles work? Go Compare! ; comment by JAS MELLING, account executive at De Winter PR in Chester [Daily Post (Liverpool, England)]
[May 02, 2012]

Do jingles work? Go Compare! ; comment by JAS MELLING, account executive at De Winter PR in Chester [Daily Post (Liverpool, England)]

(Daily Post (Liverpool, England) Via Acquire Media NewsEdge) I'VE spent the best part of the day with Direct Line's "Mr Harrison" jingle stuck in my head after hearing it on the radio. Whilst it was an irritating experience for me, it's pretty much a winner for Direct Line.

Much like the Go Compare song, the jingle is a stroke of brilliance. In fact it falls into the "so bad it's good" category - whether it's cheesy, clich or just plain annoying, a memorable jingle is broadcasting gold.

How many of us have sat through the advert featuring opera singer Wayne Evans' alter ego Gio Compario, then spent the rest of the day with "Go Compare" stuck in our head? But then if someone asked me for an insurance comparison site, only one would spring to mind.


Or think back to the Rebecca Black phenomenon of "Friday", which went viral on You-Tube after the "dislike" button went into overdrive.

Yet anyone who'd heard it couldn't help but hum the tune when somebody pointed out that the day was in fact Friday.

Of course this theory isn't just limited to TV and radio jingles, it even works with catch phrases.

Take Charlie Sheen for example, - what did "winning" even mean? Yet #winning clung onto the Top Twitter Trend title for weeks and even prompted the actor to seek a Social Media Intern last summer.

So why does annoying equal success? In this digital era a viral campaign is a PR's dream. And the key to a viral campaign is to invoke the strongest human emotions.

So if a campaign is so irritating that it sparks conversation down at the local pub, then it has done its job. After all, can a brand really survive without public awareness? (c) 2012 ProQuest Information and Learning Company; All Rights Reserved.

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