What We Did

The brief was to win coverage and buzz for tours of Sing-along-a-Grease across the UK and Canada.NationalPostCanadaCloseUp 2012-02-09 at 08.33.06

We responded by commissioning two academic music psychologists to study the catchiness or “sing-along-ability” of the world’s best-known national anthems. They used a complex statistical model – measuring traits including melody, pitch and harmony – to rank national anthems by the extent to which they triggered a primal urge to sing.

The French national anthem, La Marseillaise, topped the catchiness rankings, while the UK and Canadian anthems both ranked low – to the delight of their respective media.

Outcome

Huge media coverage in the target markets of Canada and the UK – and then across the world.

“You have made a silk purse out of a sow’s ear.”

Simon Thomas, Marketing Director, Singalonga Worldwide

Coverage

AFP/ Agence France Presse

AFP RelaxYahooNewsAFPcloseup- 2012-02-09 at 09.42.17

Daily Mail/ Mail Online

Daily Star

BBC News

Yahoo News

Huffington Post

MSN

The Hollywood Reporter

National Post

Canada.com

Toronto Star                                                                     BBCNewsWalesScreen shot 2012-02-09 at 09.52.07

Toronto.com

Vancouver Sun

Montreal Gazette

Ottawa Citizen

Edmonton Journal

Regina Leader Post

Windsor Star

The Star Phoenix

Sydney Morning huffpostCloseUpLargerHeadlineHerald

News.com Australia

Brisbane Times

New Zealand Herald

Le Figaro

France 24

La Depeche

La Croix

Die WeltAFPChina2012-02-09 at 08.47.58

India Times

Hindustan Times

Straits Times (Singapore)

Vietnam Plus

Gulf Times

Gulf News

Jakarta Globe

China: AFP, etc

And others