Obaba Museum

Recently my brother and I discovered a meat stall in Ojoo market where a voice keeps saying “Chicken wa Turkey wa o”, meaning there is Chicken and Turkey in Yoruba language. This messed with our heads and got me thinking on the effectiveness of sound loop in advertising.

We all know sound is a powerful tool in the realm of advertising, and one technique that has gained prominence is the use of sound loops. These repetitive and catchy auditory sequences have proven to be effective in capturing attention, creating brand recall, and influencing consumer behavior. In this article, we explore the effectiveness of sound loops in advertising and how they contribute to a brand’s success.

Sound loops serve as attention magnets in the crowded space of advertising. The repetitive nature of these auditory elements can quickly capture the listener’s attention, cutting through the noise of competing messages. Whether it’s a jingle, a short melody, or a rhythmic beat, a well-crafted sound loop can leave a lasting impression on the audience. If you are a football fan you probably will remember the 2010 FIFA World Cup advert with Shakira’s “Waka Waka” song.

It also has the ability to evoke emotions and stir memories. A carefully designed sound loop can tap into the emotional reservoir of consumers, fostering a connection between the brand and its audience. Whether it’s a sense of nostalgia, happiness, or excitement, the emotional impact of sound loops can linger long after the advertisement is over. The Gen Z may not remember the popular peak milk advert featuring Kanu Nwankwo (Papilo), a popular hit that graced Nigerian televisions for years.

Another interesting fact is that Repetition is a fundamental principle in advertising, and sound loops serve as a reliable tool for reinforcing key messages. By integrating the brand’s tagline or a memorable slogan into a sound loop, advertisers ensure that the core message is not only heard but etched into the listener’s memory. Most businesses who understand the importance of repetition employ fancy catchphrases like MTN’s “everywhere you go”, AIT’s “Sharing The African Experience, GLO’s “Grandmasters of data” among many others.

Finally, repetitive nature of sound loops encourages audience engagement. When consumers find themselves humming or mentally replaying a sound loop, it indicates a level of engagement that goes beyond passive viewing or listening. This heightened engagement can lead to increased brand loyalty and a higher likelihood of conversion. Who wants to be a millionaire is one show that has captures the attention of the audience.
These are just some of the advantages of sound loops and it shows us that when wielded effectively, sound loops can orchestrate a sonic symphony that resonates with audiences, leaving a lasting imprint on the consumer psyche and contributing significantly to a brand’s success in the market.
We would also like to hear about your experiences with sound loops.