How sad would everyday life be without music? This is the premise of the new advertising campaign that aims to increase awareness of TONO among young people.
/ 21/10/2024 / Kristian DugstadThis fall, TONO launched the advertising campaign "A world without music" to draw attention to how important music is in our everyday lives.
The campaign consists of three commercials, the first of which has already been viewed over 600,000 times across digital platforms such as TikTok, Snapchat, Instagram, Facebook and YouTube.
– The campaign is part of TONO's continuous work to increase knowledge and awareness of TONO, the importance of our members' work and the benefits music brings to businesses that use it, says Willy Martinsen, Communications Director at TONO.
– TONO's annual opinion surveys show that TONO is well known among those over 40, but awareness is lower among younger age groups. The main goal of the campaign is therefore to increase both knowledge and understanding of TONO among people in the 18-45 age group, explains Martinsen.
The campaign is part of TONO's marketing concept "Music as an amplifier". Through the concept, TONO works purposefully to reach existing and potential customers in industries that often use background music.
The campaign takes viewers to situations where music is usually taken for granted, and shows how dramatically different the experience would be without it.
The first video, which shows an overenthusiastic fitness instructor having to lead a group class without music, was released in September and has already garnered a lot of attention.
The campaign's second film was released on October 14, showing an awkward silence in a hair salon with no music. The third and final video will be released on November 11, playing on the awkward silence that can occur on a date.
TikTok has proven to be the biggest traffic driver for TONO's advertising campaigns in recent years, and the first video in the series has already generated several thousand clicks to the campaign's landing page.
In total, the fitness center film has generated almost 5000 clicks, and the campaign has so far had a total viewership of around 600,000 views across platforms.