Beharie played a concert at Jokerbutikken at Risteigen in Kongsberg on June 21, 2023. Photo: Nucleus
Almost 800,000 Norwegians have so far seen the TONO campaign "Music as an Enhancer". Through online magazines, newsletters and advertisements, TONO will communicate that our repertoire and the correct use of music enhance the customer experience in stores, restaurants, cafes and other customer premises.
/ 13/10/2023 / Kristian DugstadIn 2023, TONO is making a significant investment in increasing awareness of, and knowledge about, TONO among Norwegian businesses that either use, or should use, music in their customer premises.
– This is an important part of our work to secure and increase the copyright income of the composers, lyricists and music publishers TONO works for, both here in Norway and for rights holders from the rest of the world, says TONO's communications director, Willy Martinsen.
For businesses, music can be important in strengthening their products and services to customers. Music can change the shopping experience, restaurant visits and sales. Research shows that music also has something to do with the well-being and mood of employees and customers.
The communication concept "Music as an amplifier" was launched in the spring of 2023. At the center is background music newspaper musikkenforsterker.no. This is supplemented with newsletters to customers, and with advertisements on a number of social media platforms.
– It is important for TONO to constantly work to increase the understanding that music has and provides value. TONO manages music that can strengthen the product for hairdressers, restaurants, shops and other customer premises, says Martinsen.
To date, musikkenforsterker.no has had over 30,000 unique visitors. The campaign's ads have been viewed almost four million times. We have also sent out two newsletters to TONO's existing customers within the background music area.
As part of the concept, we launched the campaign "Win a store concert" in spring. TONO gave Norwegians the opportunity to give away a mini-concert as a surprise gift to a business they thought deserved it. The winner was visited by one of our members, Spellemann Prize winner Beharie, in his customer premises.
This created great enthusiasm across the country, and among all the nominees, it was Joker Risteigen in Kongsberg that became the lucky winner. On Wednesday, June 21, 2023, Beharie performed at the grocery store. You can see the result at the bottom of the story.
In total, we reached 700,000 people with content from the specific campaign. The ads were viewed over 2,6 million times, and were clicked, liked, shared and commented on almost 400,000 times. The concert was also covered by NRK and several other media outlets.