Sing It Kitty
This humorous and cute advert, which follows on from the dancing pony, is part of network Three’s promotional campaign to remind consumers about the enjoyment of sharing silly moments with friends. The advert features a young girl and her cat patrolling the neighbourhood on her pink tricycle, lip syncing to ‘We built this city’ by Starship.
Bellfield et al. (2011) found that a cute stimulus, such as a cute animal or young child, increases the emotional response to an advert, with females showing a greater response to the cute stimuli than males.
The success of the viral advert, was shown in the 2.5 million YouTube hits within the first few days of release. This suggests people are watching, paying attention and word-of-mouse is occurring (the sharing of the advert through electronic format). Success can also be measured through the recent popularity of the Starship song, which is currently back in the top 30 of the UK singles chart.
Music is key to the memorability of an advert as it can last longer in the memory than images. Hecker (1984) suggested that music could be the most stimulating component of an advert, and is used to positively arouse the consumer’s emotional state (Stout & Leckenby, 1988).
Three has attempted to make the advert accessible through as many media channels as possible, including social networking sites such as twitter using the trend #singitkitty. Three has also created a downloadable app where you can morph your face into the video. This appeals to a consumer’s satisfaction by allowing for customisation and making the advert experience personal.
The only downside of the advert is that the brand memorability could be easily lost in the bigger story of the girl and the cat. Three’s logo is not shown until the very end of the advert, creating a weak integration between the story and the brand. Overall, the advert is fun, upbeat and will appeal to a wide variety of ages. It has great re-viewing potential and at the minute this is one of my favourite adverts out there.
Belfield, J., Bimont, C., Blom, J., Dommeyer, C. J., Gardiner, K., Mathenia, E. & Soto, J. (2011). The effect of a cute stimulus on personally-initiated self-administered surveys. Marketing Bulletin, 22, 1-9.
Hecker, S. (1984). Music for advertising effect. Psychology & Market, 1, 3-8.
Stout, P. A., & Leckenby, J. D. (1988). Let the music play: music as a nonverbal element in television commercials. In S. Hecker & D. W. Stewart (Eds.), Nonverbal Communication in Advertising, (207-233). Lexington, MA: Lexington Books.