Ad Jingles
Festival
Do you know a single jingle that everybody likes? Us neither. So instead of one jingle for Tmall, we made four — in completely different genres. Each pre-roll was matched to the viewer's musical taste. 72M+ views and branded searches tripled.
One brand — four languages
The task: differentiate Tmall from AliExpress — show that it's a platform for major international brands with fast delivery and competitive prices. The standard path: one image film. We went a different way: we recorded four jingles with real musicians in different genres and used targeting by musical preference.
A user who listens to indie-pop saw the Yana Blinder film. Folk fans saw FolkBeat. Rock audiences saw Rekord Orkest. Rap audiences saw VSIGMΣ. The ad stopped being an interruption — it matched what the person already wanted to hear.
Yana Blinder
A fairytale atmosphere, hypnotic rhythm — three versions, we picked the most danceable one.
FolkBeat
Folk motifs and dance-hall songs. It came out natural and easy.
Rekord Orkest
Rock with Balkan influences. Energy and character.
VSIGMΣ
Ironic rap. We didn't try to be serious — and that's what worked.
Artist and Tmall mascot on set
Camera on set
Shooting one of the jingles
Wide view of the set
Musicians and the crew
Director monitor on set
Reviewing a shot during production
Tmall mascot between takes
Genre-based targeting
Four versions ran as pre-rolls with targeting by musical interests. A person saw the genre they already listen to. This lowered the skip impulse and increased view-through rates.
72M+ views
The campaign became one of the most-viewed in its category. Tmall branded searches tripled. The "jingles festival" mechanic was later repeated for the next campaign with Timati.