By Mary Cahill

Each year summer comes and goes but at the end of all the holidays, festivals and scrapings of sunshine we are always left with many great memories that are usually associated with a variety of songs.

Usually, one or two songs that are captures the country’s feelings far and wide as the song of the summer!

This year Florence and the Machine are rapidly on route to grasping that summer title with their song Cosmic Love recently sweeping the radio stations and clubs. Apart from this their album is also on the way to becoming the top album of 2009. Amazingly original and uplifting music.

Where am I going with all this you might ask, music in marketing campaigns have always interested me! On this occassion I have to give credit where credit is due.  O2 were quite ahead of the game with this song and skilfully used it in their fabulous advert for priority tickets for The O2.

I personally think it’s a great ad. They completely capture that unique feeling of any great concert, where your feet are lifted off the floor with elevating songs. Anyone who’s experienced great gigs, concerts or muddy festivals will know where I’m going with this. Every time I watch this ad I want to be at a concert in the Point O2. (lament the loss of the Point).

The ad works, it really works. They envelop you in, building up with the slow introduction while everyone arrives, to when everyone’s jumping and clapping and enjoying the music to when its all pulled together with the token dancing by the chap at the end – it works because it’s true! I think it is simply very well done.

O2 have had many marketing campaigns in the recent past I haven’t been a fan of all but the little yellow ducks always make me smile!

There also seems to be some sort of Duck quest going on through Bebo another great idea though doesn’t seem to be a whole lot of information on it at the moment – I’ll leave that one to another day. Great idea – the endless marketing plans that can be run through social networking highlighted again.

Over all I think this is marketing at its best – capturing your audience and speaking their language through music, humour and personal experience.

Mary Cahill.