Nobodys sing Coop into the charts
Musik Coop is versatile. Not only in its product range. The number two retailer now also produces music.
Musik Coop is versatile. Not only in its product range. The number two retailer is now also producing music. A boy moves from the country to the city. He feels visibly uncomfortable. Coop's organic mountain cheese brings him a piece of home in the city. He smiles. In the Coop TV commercial there is this simple pop song. You know it. The band less so. The band, Nova International, has recently become well-known in Switzerland and is now listed in the Swiss hit parade. Thanks to Coop, and this is how it came about: At the beginning of the year, Coop launched the "For me and you" advertising campaign. The Coop TV commercials tell the funny stories of Coop customers. With the aim of being perceived as more modern and likeable. The music by Nova International is part of the TV commercials. The "hum-along feel-good pop rock", as one blogger describes it, is well received. And this despite the fact that Nova International have never been played on the radio or performed on an open-air stage.
The Coop customer center was inundated with emails and phone calls within a very short time after the commercials were first broadcast. Instead of complaints, customer service was inundated with inquiries about who the band was and how to get their music. Without further ado, Coop decided to produce an entire CD. The Coop TV commercial material was turned into complete songs. The Nova International album has been available in selected Coop sales outlets and specialist shops since October 17. In the Media Control album charts, Nova International are ranked 54th, and 39th in the Swiss airplay charts.
With Nova International, Coop has conquered the Swiss music market in a way that is unique, but not new. Time and again, advertising songs make it into the charts. And advertisers often rely on the songs of famous musicians. The most popular example from Switzerland is DJ Bobo's Chiwawa Song for Coca-Cola, which also stormed the charts abroad. Or the Graubünden vacation TV commercial "Fitta mit em Gion". It was so well received that Universal Music Zurich produced the alpine hit "Move your Füdli", which was played up and down on Viva.
Nova International may have created a catchy tune with "Drive Drive Drive", but not all Swiss radios are playing it. Tobias Müller from the music department at Radio Ri says: "The song works in advertising when you see the images. Emotional and cool. Otherwise, the boys' music is simply too lax for the radio." This opinion can also be found in the latest entries in forums on the Internet. "I always thought the song was great in the commercials, but it's no longer on CD
says the Börner. Good 4", writes Schwizerin, and Pvayva says: "I can imagine that it will be heard too often very quickly. At the moment I still like the song quite a lot. If it were the song in a Migros ad, I'd give it a 5."
A whole series of concerts with Nova International is being planned for spring 07. And the advertising agency KSB/S+J wants to produce more TV commercials with Nova International's music.
Christian Lüscher
The Coop customer center was inundated with emails and phone calls within a very short time after the commercials were first broadcast. Instead of complaints, customer service was inundated with inquiries about who the band was and how to get their music. Without further ado, Coop decided to produce an entire CD. The Coop TV commercial material was turned into complete songs. The Nova International album has been available in selected Coop sales outlets and specialist shops since October 17. In the Media Control album charts, Nova International are ranked 54th, and 39th in the Swiss airplay charts.
With Nova International, Coop has conquered the Swiss music market in a way that is unique, but not new. Time and again, advertising songs make it into the charts. And advertisers often rely on the songs of famous musicians. The most popular example from Switzerland is DJ Bobo's Chiwawa Song for Coca-Cola, which also stormed the charts abroad. Or the Graubünden vacation TV commercial "Fitta mit em Gion". It was so well received that Universal Music Zurich produced the alpine hit "Move your Füdli", which was played up and down on Viva.
Nova International may have created a catchy tune with "Drive Drive Drive", but not all Swiss radios are playing it. Tobias Müller from the music department at Radio Ri says: "The song works in advertising when you see the images. Emotional and cool. Otherwise, the boys' music is simply too lax for the radio." This opinion can also be found in the latest entries in forums on the Internet. "I always thought the song was great in the commercials, but it's no longer on CD
says the Börner. Good 4", writes Schwizerin, and Pvayva says: "I can imagine that it will be heard too often very quickly. At the moment I still like the song quite a lot. If it were the song in a Migros ad, I'd give it a 5."
A whole series of concerts with Nova International is being planned for spring 07. And the advertising agency KSB/S+J wants to produce more TV commercials with Nova International's music.
Christian Lüscher
