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Topic: BEING MEDIA
Rating: Ace

Do you run a business but don't have time or money to make a fancy jingle to go with your hokey radio ad? You can't afford to skimp here. "Rock and roll is a cash cow that you don't have to feed," according to Tommy Silk, the producer of your next hit jingle. But don't take it from me:

Go here, and you can create your own custom jingle. And as long you love The Outfield's "I Don't Want to Lose Your Love Tonight" (the tune every jingle is written to), you won't be disappointed. Check the jingle I made for PostAdvertising.com, "I Just Want to Blog My Thoughts Tonight."

TheJingleGenerator.com is an ad campaign by digital content agency EVB for Intuit Quickbooks, a piece of software that helps small businesses manage their finances. The story here is that a real, but possibly less sexy, way to improve your bottom line is to use Quickbooks. There are several non-intrusive ways to get from Tommy Silk to here, where you can download a free version of the software. Jingle for Quickbooks? "I just wanna crunch your numbers tonight...."

tommy silk, the outfield, intuit quickbooks

Posted by: Jeremy at 10:32 AM on 12 August 2008

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November 13. 2008 7:26 PM

Thanks for the Ace rating.

This campaign did a great job of helping us reach new customers in new ways, which is key to our growth. We got lots of blog coverage in places that never would have paid attention before. I won't claim we are trying to use TheJingleGenerator as a branding initiative for QuickBooks. However, QuickBooks had taken on many less flattering personality attributes associated with accountants, and Tommy has helped us portray a much more spirited and engaging image.

1practicalgal

August 12. 2008 3:39 PM

All aboard.

Jeremy

August 12. 2008 12:57 PM

You mean the transportation rating terms actually confer meaning?
Well punch my ticket!

Sent from my iPhone in 37D.

BLITZ

August 12. 2008 12:30 PM

I think the story here is simple and intuitive: Quickbooks is a simple way to help you make/save money. The jingle/Tommy Silk angle is fairly nonsensical and, you're right, BLITZ, doesn't quite fit in with Quickbooks's brand story. So maybe the rating should be downgraded from "Ace", but I don't think EVB totally missed the boat here.

Jeremy

August 12. 2008 12:01 PM

CSI: Internet

Looks like the EVB account guys got mixed up and pitched the opposite concept to their client by mistake.

In their notes about Quickbooks we found brand equity terms like: organized, productive, intuitive, business friendly, and customizable.

On the flip side of their gigantic post-it they had the antonyms of what their client does NOT represent: chaos, wasteful, bollocks, and generic. Here's the kicker. On a cocktail napkin wedged into the bottom of the same job jacket we found notes from a Zune pitch: parody, music, and fun.

It's ironic, but except for customizable, EVB consistently delivered the wrong goods. The attributes reflected here are polar opposite of their client's authority to publish.

DOA.

BLITZ

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