The Power of Sound: Your Brand Can Resonate Louder

Did you know that sound can double the impact of your ad in under five seconds? Yes, while you're reading this, maybe the Intel “bong” is already echoing in your mind, and the “tsss” of a Coca-Cola makes you salivate. If you’re the owner of a major company, global marketing chief, advertiser, creative, CEO of an agency in Peru or anywhere in the world, creative director, film buff, marketer, or media professional — this article at AdsFilms24 is for you.

Let’s uncover how sound — music, voiceovers, and effects — not only beautify your campaign, but turn it into a weapon of mass connection.

Turn up the volume, because it starts now!

Music: Your Emotional Hook

Music is not a garnish; it’s the heartbeat of your message. Think of the John Lewis ad "The Long Wait" (2011). From the first second, the cover of "Please, Please, Please, Let Me Get What I Want" by Slow Moving Millie wraps you in a blanket of nostalgia. This ad didn’t just skyrocket holiday sales — it marked a turning point in how emotion sells.

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John Lewis "The Long Wait" (2011)

Then there's "Whassup?" by Budweiser (1999). That funky background rhythm, paired with the iconic catchphrase, didn’t just make you laugh — it boosted U.S. sales by 60%. The music was the glue that made the campaign cross borders and generations.

Why does it work? Studies like those from Neurosight say music activates the emotional brain: 87% feel joy with major chords, 83% feel sadness with minor tones, and 90% sense sophistication with acoustic guitar. In Peru, you could use a modern huayno for a tourism spot or an electronic beat for a youthful brand. The key is simple: let your music tell your story from the very first beat.

Voiceovers: The Attention Magnet

A voiceover is more than words — it’s the soul that guides your ad. Take Nike’s "Breaking2" (2017). This ad narrated the attempt to break the 2-hour marathon barrier with a deep, tension-filled voice. From the start, you feel like you’re on the track, sweating with the runners. Result: a surge in searches and a powerful reinforcement of the brand as a symbol of achievement.

Another powerful example is Dove’s "Real Beauty Sketches" (2013). The voiceover, soft yet firm, guides you through an emotional experiment on self-esteem, connecting with millions and going viral.

In Peru, imagine a voice that speaks with the warmth of the coast or the strength of the Andes for an Inca Kola commercial, evoking national identity. A compelling voice can increase brand recall by 60%. Choose wisely — it might be your secret weapon to hook and retain audiences.

Sound Effects: The Unforgettable Touch

Sound effects are the ninjas of audio — subtle but lethal. In Cadbury’s "Gorilla" (2007), the drumroll from "In the Air Tonight" by Phil Collins hits you like a punch to the chest. That sound, combined with a gorilla playing drums, led to a 10% sales increase and a 500% ROI. Coincidence? No — pure strategy.

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"Gorila" de Cadbury (2007)

Then there's Samsung’s "Ostrich" (2017). The sound of an ostrich tripping with VR goggles, along with "Rocket Man" by Elton John, created a fun, curious atmosphere that screamed innovation. The ad boosted the Galaxy line and earned global applause.

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Ostrich" de Samsung (2017)

In radio, the power is even greater. Think about it: a Cusqueña Beer spot could use the sound of a bottle opening or the echo of mountains to transport you to the Andes. A distinctive sound — a “tsss,” a clink, a drumbeat — can become your audio logo, embedded in your audience’s mind like Intel’s “bong.”

Sound as Strategy: Why It Matters

It’s not just about sounding good — it’s about sounding strategic. A study by The Drum says 65% of consumers associate brands with specific sounds. Intel knows this. So does McDonald’s with its “ba-da-ba-ba-bah.” In an oversaturated market where every second fights for attention, sound is your differentiator.

In Peru, where the soundscape is rich — from marinera to the waves in Máncora — you have a unique sonic canvas. For an international campaign? Adjust the tones: African drums for emerging markets, Asian pop for Pacific audiences. Sound knows no borders, but it understands cultures.

Make Your Victory Heard

Here are four keys for your next audio hit:

1. Define your vibe: Epic like Nike or playful like Cadbury? Sound is your brand’s DNA.

   
   

2. Quality or nothing: Mediocre audio kills campaigns. Record with pros and fine-tune every detail.

   
   

3. Test like a pro: Use focus groups or A/B testing. Does that guitar stir emotion? Does that “tsss” drive sales?

   
   

4. Be consistent: A recurring voice or effect builds brand memory. Repeat and dominate.

   
   

Sound Reigns Supreme

In a world where everyone fights for eyes, sound conquers ears — and souls. From Lima to London, campaigns by John Lewis, Budweiser, Nike, Dove, Cadbury, and Samsung prove it: a spot with masterful audio isn’t just seen — it’s lived. It’s not a luxury; it’s a necessity. So, leader, creative, genius: what does your brand sound like today?

Tell me in the comments: What sound has hooked you in a campaign?

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