Central Bank Governor Patrick Njoroge has accepted a challenge by the Bank of Jamaica which recently produced a dancehall song as part of its marketing campaign.
The song which has more that 500,000 views on Twitter featured dancehall singer Denyque who sang about the effects of inflation in the Caribbean country in a music video that also featured dancers.
“You guys are killing it and creating a new genre of music videos! Challenge accepted to innovate Central Bank communications. Big up!” Governor Njoroge praised.
Kenyans who were impressed by the Jamaican music video appealed to Njoroge to also work with local artists to compose an anthem that would appeal to the public.
Others encouraged him to collaborate with content creators to produce interesting videos that would be enjoyed by all.
Jamaica's central bank used music which is a very integral part of the country's culture, just as New Zealand would use it's rugby team.
CBK also demonstrated its innovativeness during the demonetisation campaign where it used elements such as cartoons, communication through sheng on social media as well as vernacular languages on broadcast media to make sure that everyone got the information.
Music has been playing an integral part in communication and marketing campaigns. Politicians are some of the biggest incorporators of music in their communications, notably being the Tano Tena song that swept through the country and helped boost President Uhuru Kenyatta's campaign.
Music can both consciously and unconsciously play a large part to help gain the attention of the target audience, and can even affect the mood of the audience as well as willingness to interact with the brand.
A Kenyan company which has embraced the importance of music is Safaricom which won the hearts of many Kenyans with is Niko Na campaign.
Music can play an immense role in the attraction of a target audience because certain music has the tendency to attract one or more groups of people, and the type of music that attracts certain types of people is not difficult to discover.
Music is one of the most important factors in establishing a target market in advertisements.
