I was reading on Marketing Magazine, http://www.marketingmag.ca/english/news/marketer/article.jsp?content=20101028_165710_7980, that the Rethink Breast Cancer Organization is developing brand awareness for their Breast Fest film festival in Toronto by introducing a musical aspect to their advertising campaign. A 4-minute music video was posted on YouTube (Viral marketing is such an effective way to reach consumers!), and a 30 second trailer will be run in theatres and on local television channels in Toronto.
They believe that they will better reach consumers through song and dance as the psychographic approach appeals to emotions and attitudes, and song lyrics provide rational and essential advertising information. The music video conveys a story of a young woman affected with Breast Cancer, making the video much more relatable to consumers.
I think that this is such a great idea, as a good song is timeless. Think of Elton John’s song for Princess Di, Candle in the Wind, and Celine Dion’s song, My Heart Will Go On. These songs instantly are associated with the reason they were written. If Rethink Breast Cancer can have a hugely successful song, they can create a timeless and very profitable marketing campaign, to not only attract people to their film festival, but to also substantially increase breast cancer awareness.