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Music: Playing With Emotions

How music matters and what brands can do to leverage their communication with people

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Music is a powerful influence of human emotion

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Why music?

Music triggers activity in the part of the brain that release the “pleasure chemical” dopamine during sex and eating

Fact 1

Music activates the amygdala, the part of the brain involved in processing emotion and abstract decision making

Fact 2

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…which can be classified into segments, using the TNS Needscope music archetype model

Emotions that arise from music have multiple layers

Needscope Video

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But there’s a catch…

It’s critical that our brand positioning resonates with the music – the emotions triggered by the brand need to ‘fit’ with the emotions triggered by the music

Samsung Video Close Up Video

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It’s about measuring emotion, and we (TNS) can measure the emotion and recommend the right fit for the brand and the music.

So how do we know what is the right fit?

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Where would the Samsung and Close Up Ads be positioned?

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Once we’ve made the right content, we need to go to the appropriate channels / media

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How big are these activities in Asia?

What are their current engagement levels?

How much potential and barriers do these activities have?

Listening to music

Streaming video (e.g. YouTube)

Watch Live TV Shows

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Mobile Life 2013

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43 countries 37,000 people

MOBILE COMMUNICATION | Mobile ownership and usage

DEVICE INTERPLAY | Technology device ownership / usage & role of mobile

MOBILE ENVIRONMENT | Handset share, replacement, brand and operating system

MOBILE USAGE | How consumers use their mobile devices

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Watch Live TV Shows

43 20

28 24

5 50

Streaming video (e.g. YouTube)

73 9

33 20

10 41

77 9

78 6

67 16

Listening to music

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D1. Feature usage | D2. Interest in features Base: Mobile users – Indonesia 1226

Mobile Entertainment Currently using Would like to use SG CHN IND

D1. Feature usage | D2. Interest in features Base: Mobile users – China 3094

D1. Feature usage | D2. Interest in features Base: Mobile users – Singapore 501

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In Summary…

Why music? Because music is a powerful influence of human emotion

It’s critical that our brand positioning resonates with the music – the emotions triggered by the brand need to ‘fit’ with the emotions triggered by the music

There is a way to measure emotions that music invokes, and determine the right brand fit in our communication

Once we have the right content / communication, we need to engage the right audience using the appropriate media

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Thank you!

Contact: Audrin.Navarro@tnsglobal.com TNS Website: www.tnsglobal.com