Less than a year back it launched in-market, the ‘Liberty, Liberty, Liberty…Liberty’ carol from Liberty Mutual has rocketed to the top of Veritonic’s anniversary Audio Logo Index, acknowledgment to what its arch business administrator calls its “simplicity and stickiness”.
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Veritonic surveyed added than 1,600 consumers beyond the US and UK to authorize customer levels of cast recall, assurance and affections associated with a alternative of sonic logos.
In the US, Liberty’s chime had the second-highest cast identification appraisement afterwards Nationwide. It was called the sixth-most able in the bazaar overall.
Farmers Allowance came out on top of the closing rankings, followed by Nationwide, Old Spice, Intel and O’Reilly Auto Parts. Haribo, McDonald’s and Heinz Beanz topped the UK poll.
Veritonic accepted Liberty’s agreement in the report, declaring it the ‘poster child’ for including the name of a cast in a sonic logo – a tactic that yields college levels of anamnesis and abundant college levels of cast identification, according to the analytics platform.
Liberty’s new chime saw the brand’s Audio Logo ratings bound beyond about every metric the basis evaluated. Its anamnesis rank added by seven allotment credibility – the best of any cast in the survey.
Liberty didn’t aloof blunder aloft this aural success. When its arch business officer, Emily Fink, absitively to rework the allowance brand’s chime aftermost year she had added than “a dozen” abeyant tunes made.
“We put them in advanced of consumers in a quantitative abstraction aggravating to accept recall, playback, memorability, likability and fit for Liberty,” she said.
The abrupt was clear: accomplish it sticky, accomplish it memorable and to accomplish abiding it would affix to Liberty Mutual as the aggregation at large, rather than as distinct campaign.
The accustomed chime by Elias Art Music House, which acquiescently repeats the cast name no beneath than four times at the end of anniversary ad, is the audio logo that performed best in testing.
Fink believes its “simplicity and stickiness” to be the keys to its success. And accompanying with the its creative’s new mascots, Limu Emu and Doug, the amusing amalgamation has contributed to Liberty’s “recent abandoned acquaintance growth”, according to the CMO.
“Of course, it doesn’t aching to accept your cast mentioned four times in the absolute jingle,” she said. “We adulation how it’s not alone been an able business apparatus – it’s been alarming to see how bodies everywhere are all-embracing the chime – Harry Connick, Jr. alike gave it a contempo shout-out on the Today Show.
“We attending advanced to accumulation it throughout added channels in the advancing year forth with Limu and Doug.”
The sonic logos of Audi, BMW and Metro by T-Mobile denticulate the affliction for cast identification.
Mastercard, which heavily publicized its own audio bite beforehand this year, was additionally ailing accustomed (brand anamnesis score: 26%). However, Veritonic attributed this baronial to its newness.
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