Brand Content is a way to make advertisements not look like advertising. It’s content that users consume because they find it entertaining and not because they are watching a TV show, flipping a magazine or having a brand telling them to do it. You can see a lot of efforts to make content in the U.S., but a lot of times it’s wrapped up as advertisements. We tried to separate it, making music that everyone will enjoy. If the Instructsongs Manual were a simple jingle like music, it would turn out to be just advertising. But it’s much more than that. The music was so good, that it turned out to be content that people loved, were able to consume, and even share.

When we launched Popclik’s new Airybox Bluetooth speaker, we wanted to show that music could be taken anywhere. So we decided to take it to a place that was very close to us, but where it had never been to before: the product’s instructions manual. We took the Airybox traditional manual and sang it in five (5) different styles. A booklet inside the Airybox package had the QR Codes that drove consumers to the platform where the songs were played, allowing them to discover how to operate their Airybox while enjoying the music.

Now an InstructSongs manual comes with every AiryBox sold. The booklet was added to all AiryBox package kits, becoming part of the product. We transformed a boring piece of information into music and an advertising campaign into content that people love to listen and share.