The World Leader In Sonic Branding Creates An “Instant
Classic” To Get Dallas-Fort Worth Station’s Viewers Excited About Sharing Video,
Images And Music
DALLAS, TX -- CW33-KDAF
TV doesn’t expect their viewers to just tune in -- they also want the
Dallas-Fort Worth station to be a part of their daily conversation. The
solution for that challenge is their engaging new “Express
Yourself” campaign, driven by
a catchy original song from Stephen Arnold Music.
With “Express Yourself,” CW33 has a promotional
vehicle that encourages viewers to interact with the station -- uploading and
sharing fresh user generated content in keeping with the campaign’s
motivational theme. The foundation of “Express Yourself” is its song, an
instant classic that’s heavy with hooks, written and produced by Stephen Arnold
Music to forge an instant connection with viewers.
A perfect up-tempo mashup of new school
funk-pop sensibilities and old-school Motown, Stephen Arnold Music’s “Express
Yourself” combines a killer vocal with live organ, guitar, bass, brass and
drums – plus plenty of catchy claps and whistles -- to fire audiences up. The
lyrics make the motivational message crystal-clear: “Be loud, be big, be true
to yourself/You’re one-of-a-kind, there ain’t nobody else/Be hot, be cool –
just do what you do/Don’t hide what’s inside cuz it’s time that you/Express
yourself.”
The song was designed with modularity in
mind. Stephen Arnold Music provided CW33 with a wide assortment of versions
including :05, :10, :15 and :30 promos that highlight the station’s shows, news
and contests. Each impression is a reminder that viewers should express
themselves by sharing video, images and music that may be broadcast by the
station or spread via its social media channels.
For
CW33, getting the song right was essential to a successful campaign.
“Music
is a common language that everybody understands,” Jamie Aitken, VP and General Manager of CW33/KDAF-TV, says. “We’ve
had the words and logo ‘Express Yourself’ on air since January, but without a
sonic brand behind it, it’s very two-dimensional. Sound is what drives people.”
Adds Roger Vertrees, Director of Creative
Services for CW33/KDAF-TV: “We wanted a track that was timeless, so it was
critical that we collaborate with Stephen Arnold Music to get it done right. They
created an infectious original song that’s getting everyone involved.”
About
Stephen Arnold Music:
Often referred to as the most-heard, least-known
composers in America, Stephen Arnold Music’s creativity is experienced
every day in more than 100 million homes throughout the U.S. Based in Dallas
with offices in San Diego and New York, with additional recording studios
in Santa Fe, “The World Leader In Sonic Branding™ has more than 20 years of
success delivering impactful, brand-defining music that makes a difference
for today’s top broadcast networks, cable channels, television stations, film
production studios and advertising agencies. With multiple Emmys, Addys and
Promax Golds to their credit, Stephen Arnold Music’s specialized approach and
commitment to the power of sonic branding, state-of-the-art production and unparalleled customer service is at the core of its
promise. Stephen Arnold Music continues to set the creative bar in a highly
competitive content landscape.
For more information, please visit http://www.stephenarnoldmusic.com
Web Resources:
Click
here to watch Stephen Arnold Music’s “Express Yourself” campaign: https://youtu.be/7QWnGFBF2WU
Hear the “Express Yourself” song here:
Click here for more info about Stephen Arnold Music:
Creative
Credits:
Client: KDAF-TV CW33, Dallas-Fort Worth, TX
Project: "Express Yourself" Campaign
Project: "Express Yourself" Campaign
VP/General Manager: Jamie
Aitken
Director
of Creative Services: Roger Vertrees
Music: Stephen Arnold Music, Dallas, TX
No comments:
Post a Comment