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.


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


AFP/ Agence France Presse

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Vancouver Sun

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China: AFP, etc

And others