As marketing becomes even more competitive and sophisticated, it’s imperative that brands find innovative ways to connect to existing customers while continuing to engage new ones.
Sound and music trigger an instant recognition in most of us, it is wired into the part of our brain where memory and emotion both happen, which is exactly where all brands need to be. Mission accomplished! The new lyrics to the Nightcrawlers track is a total earworm and it’s moved the brand away from ‘just another ad campaign’ into cultural phenomenon. The nation clearly seems to be responding and is unable to get the song out of their heads. The idea is perfect for recreation and just goes to show how powerful carefully considered sonic branding can be. The new iteration of the song has taken the internet by storm and since its release has received a wealth of content generated around it by both We Buy Any Car and by viewers at home.
SixtyFour also secured the music rights and produced the new interpretation of the song that’s got the British public up on their feet and creating their own versions of the song that now proclaims ‘Just sold my car, to We Buy Any Car…’ Mufasa was contracted by SixtyFour Music on behalf of the brand and agency Brothers & Sisters who created the campaign. On Christmas Day 2022, We Buy Any Car launched its new brand platform featuring TikTok creator Mufasa dancing to a reworked version of the 1992 club hit ‘Push the Feeling on’ by The Nightcrawlers.
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