​Unleashing the Extraordinary: How We Buy Any Car Got the Nation Dancing!

​Nick Payne, Founder and Managing Director of SixtyFour Music explores the recent success of We Buy Any Car’s catchy new brand refresh.

​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.

​Mufasa was contracted by SixtyFour Music on behalf of the brand and agency Brothers & Sisters who created the campaign. 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…’ 

​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. The idea is perfect for recreation and just goes to show how powerful carefully considered sonic branding can be.

​The nation clearly seems to be responding and is unable to get the song out of their heads. 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.

​Digital culture is gaining more and more importance so the decision to find and tap into something that people already loved was a clever move. The #webuyanycar hashtag has collated 16.7m views to date on TikTok where there are endless videos to scroll through of people either recreating the ad or families and friends reacting to the music. People of all ages already know the track and thanks to social media it has proved particularly popular. From videos of kids sitting in their parents’ cars reenacting the moment where Mufasa finds out he has sold his car, to a conga line of school children singing the tune in the playground, the public just can’t seem to get enough of it.

​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. ​​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. This involves providing a personalised experience and personalised connection that audiences can relate to, on an emotional level and music can provide that experience.

​No one can ever be 100% confident their ad will be a success, but what We Buy Any Car have achieved with the help of Brothers & Sisters and SixtyFour Music is priceless. 

​#music #marketing #branding #brand #culture #sonicbranding#webuyanycar​