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'Comando G' o 'Vamos a contar mentiras': el boom de los anuncios con música de tu infancia tiene un objetivo El grupo infantil Parchís alcanzó una gran notoriedad entre 1979 y 1985.
El 84% de los spots tienen música, pero los más efectivos son aquellos que consiguen desbloquear un recuerdo y evocar emociones Su éxito es mayor si las canciones nos trasladan a nuestras primeras décadas de vida. Generan empatía con el producto, confianza, aceptación y familiaridad Por sus patrones repetitivos y pegadizos, el cerebro las rescata fácilmente y repite a modo de disco rayado fijándolas inconscientemente a la marca Pocos se habrán librado, en las últimas semanas, de pasar más de un rato con el soniquete de la serie japonesa 'Comando G' en su cabeza. Ocurre desde que la marca de telefonía Jazztel se anuncia en televisión usando esta famosa canción que entonces cantó el grupo infantil Parchís . No solo eso. Si a bote pronto, nos hubiesen preguntado qué hacíamos en 1980 , justo el año en el que empezaron a emitirse estos dibujos animados en la televisión española, nos habría resultado complicado responder. Ahora bien, si escuchamos la sintonía, la memoria se desata e inmediatamente nos viene la imagen del primer beso, el bocadillo a media tarde o alguno de los acontecimientos, como el asesinato de John Lennon .
Al cerebro le agrada evocar la infancia Cuando la publicidad apuesta por temas que marcaron nuestras dos primeras décadas de vida sabe lo que hace. Las canciones de la infancia pueden aumentar la eficacia de los anuncios por su impacto positivo en los espectadores. Un estudio liderado por el economista Carlos J.S. Lourenço, de la Universidad de Lisboa , mostró cómo esa música hace que el cerebro evoque recuerdos personales generando las mismas emociones con las que vivió esos momentos que luego quedaron almacenados. Llegaron a esta conclusión a partir de tres estudios con más de 1.200 participantes nacidos entre los años cuarenta y mediados de los setenta y casi 60 canciones populares lanzadas entre los años sesenta y 2010.
¿Influye en la intención de compra? La respuesta es positiva y tiene una explicación neurofisiológica. La música es un fenómeno social con indudable influjo en nuestra vida. Según apunta el estudio de Lourenço, es especialmente interesante antes de nuestra mayoría de edad porque se asocia de manera muy intensa con emociones y vivencias de esa época en la que todo queda grabado a fuego en la memoria . Cuando un anuncio rescata una de aquellas canciones nos transporta a esa edad temprana y a momentos relevantes. "Las canciones que se hicieron entonces populares suponen un viaje en el tiempo y por eso funcionan particularmente bien entre los espectadores que eran adolescentes o jóvenes cuando se lanzaron esos temas. La música se codifica de forma cruzada con los eventos y emociones de ese momento ".
Hay varios anuncios con hits de los setenta y ochenta . Norauto, una firma de mantenimiento y equipamiento de coches, ha escogido 'Words', una canción del cantautor F.R. David que empezó a pegar fuerte en la primavera de 1982 y llegó a vender ocho millones de copias. Unas notas son suficientes para mejorar la persuasión y la eficacia del anuncio, sin necesidad de elaborar el mensaje. Excepto en aquellas personas obstante con apego ansioso, a quienes les cuesta más que con el recuerdo les llegue una emoción positiva, en general, la familiaridad con las canciones que marcaron nuestras dos primeras décadas de vida genera una buena respuesta al anuncio .
Otro trabajo, esta vez liderado por Darrel D. Muehling, profesor de la Universidad de Washington , insiste en el efecto positivo de la nostalgia en la intención de compra y la actitud hacia la marca . De acuerdo con esto, se entiende que la canción de Antonio Vega 'El sitio de mi recreo' , una de nuestras joyas musicales, haya servido de banda sonora a más de un anuncio.
Las hormonas del estrés nos ponen en alerta Imagen de la campaña de Semana Santa de la Dirección General de Tráfico. www.dgt.es
Es el caso de la canción infantil tradicional elegida por la DGT para su última campaña de Semana Santa, 'Vamos a contar mentiras' . La música vuelve a jugar un papel clave. De acuerdo con los estudios de Lourenço, al evocar eventos de gran carga emocional, estimula la liberación de las hormonas del estrés encargadas de ponernos en alerta. La letra se ajusta a su eslogan, 'El alcohol te miente. Solo 0 tiene 0 consecuencias' , y también al contenido. Las diferentes piezas van poniendo en boca de niños, que son los que sufren las consecuencias, esas excusas que siempre escuchamos.
La clave está en encontrar un tema reconocible Aunque la música por sí sola es una herramienta poderosa, la clave, desde el punto de vista de las campañas de publicidad, está en encontrar un tema exitoso y reconocible por el público a quien se dirige el producto. Cuando esto ocurre, la conexión emocional entre la música y el pasado es muy efectiva desde el punto de vista comercial. Genera empatía, confianza, aceptación y familiaridad.
Vanessa Apaolaza, experta en investigación de mercados y profesora de la Universidad del País Vasco/EHU, es coautora del estudio 'Memoria, emociones y rock & roll' , que confirma que el marketing recurre a la industria musical y sus estrellas para generar estrategias de comunicación de marca más efectivas. Aparte de fijar el recuerdo, la música en un anuncio genera emociones.
Mejor Louis Armstrong que una balada desconocida Para su trabajo, los investigadores tomaron una muestra de 540 consumidores y se les expuso a una serie de anuncios publicitarios radiofónicos sobre una marca de agua mineral ficticia. "Se corrobora que la inserción de distintas melodías en el anuncio, adecuadas y congruentes con el mensaje y la marca, pero diferentes en estilo, generan diferentes impresiones en el consumidor y en la actitud hacia la marca, según se trate de jazz, swing o clásica". De las versiones que escucharon -dos desconocidas, más 'What a Wonderful World', de Louis Armstrong - fue esta última la que obtuvo una mayor respuesta. Comprobaron además que la primera pieza musical que se escucha se aprende y memoriza más rápidamente y también la que se considera más adecuada para el anuncio.
En el caso del pop y las canciones infantiles, con sus característicos patrones repetitivos que facilitan su memorización, el cerebro no encuentra dificultad para rescatarlas, por lo que la conexión emocional es casi inmediata , garantizando el éxito en la intención de compra y reconocimiento de la marca. Igual sucede con los hits musicales, como la icónica canción 'Start Me Up', de los Rolling Stones, escogida por Microsoft para una de sus campañas.
Se vuelven neurológicamente irresistibles En su trabajo 'Las viejas canciones nunca mueren' , el investigador taiwanés Hsuan Yi Chou señala dos elementos que explican la respuesta tan inmediata del consumidor con respecto a la marca al escuchar canciones que le resultan cercanas. Por una parte, la familiaridad con la canción ; por otra, la relevancia de la letra sobre el producto anunciado . Suelen ser canciones pegadizas, neurológicamente irresistibles . Una vez que se cuelan en nuestras cabezas, el soniquete nos puede acompañar durante horas y horas, como si llevásemos un disco rayado incrustado.
Campaña de primavera de 2022 de la firma H&M. H&M
En 2022, la marca escocesa H&M acompañó su spot de primavera con 'Yes Sir, I Can Boogie', del dúo Baccara , una canción que arrasó en los setenta. Sus integrantes, Mayte Mateos y María Mendiola fueron las primeras artistas españolas en conseguir el número uno en países como Reino Unido. El tema, recuperado medio siglo después por esta firma, es uno de esos "gusanos auditivos" que, según el neurólogo Oliver Sacks, se quedan agazapados en el inconsciente , de manera que un ruido, una palabra o, como en este caso, una asociación de elementos los reanima, incluso al cabo de tanto tiempo.
El 84% de los anuncios tiene música. Sin ella sería difícil conectar con la audiencia a nivel emocional. Las canciones sentimentales han hecho que las campañas de Navidad de John Lewis , la tienda de alta gama británica, sean emblemáticas. Tanto que sus clientes describen el anuncio como el mejor regalo navideño.
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