Ogilvy uses ice-cold aural advertising for Castle Lite

"Some of the hottest musical talent in the country has collaborated with Ogilvy & Mather Cape Town to deliver the coolest piece of marketing of the moment," reads the press release.

That's not just cheesy wording to promote the frosty new tune - I actually felt cold while watching the music video filled with metallic sound and icy blue tones. It's embedded below so you can gauge your reaction against mine:

Feeling a bit chilly now, aren't you? That's not exactly an easy task to accomplish. More than just a catchy beat and penetrating voice, it involved Foley recording techniques, manipulating, cracking, smashing and screwing foreign objects into ice and weaving these samples into a back track.

I spoke to Andrew Watson, Business Director at Ogilvy Cape Town about the song, which is the focal point of the latest Castle Lite Extra Cold campaign...

Andrew Watson

1. Talk us through the intention of the ad.

Watson: Well, Castle Lite is uniquely lagered at -2.5 degrees. In order to land this relatively complicated intrinsic, our challenge was to find other examples of things made at -2.5 degrees, which were relevant to the target market. Producing a music track via the broad sonic spectrum of ice, was our solution to do just that.

2. Watching the track being recorded certainly made me feel cold, and we saw Stilo Magolide's lip quiver at one point - what's the point of all this cold?

Watson: The Castle Lite brand is centred around 'Extra Cold Refreshment', so we wanted this ad to be as authentic as the brand itself. Recording real ice sounds, in the middle of an ice rink, to make this unique music track, simply made the most sense.

3. Aha. Explain what went into creating the ad at -2.5'C.

Watson: We filmed the commercial on an ice rink and brought in specially made ice objects to make the ice sounds. The filming location of the ad and an ice-truck full of bespoke ice pieces were vital to achieve the ad's objectives.

4. Works for me. Is the campaign proving successful so far?

Watson: So far, so good. A month or so in and we've had roughly 250,000 views on YouTube. Real success will be when consumers start playing back Castle Lite's unique brewing process.

5. Indeed. This was certainly a different way of getting the brand message across. Is this a sign of where content creation of the future is headed?

Watson: Yes. If it's not entertaining, people will view something else. Content has to be interesting and leave the viewer saying "Wow!" If that happens, they will actively engage with the piece, share the content and hopefully have a positive brand experience.

Sticking with the 'sound' of advertising success, click here for more on Ogilvy's Loeries 2015 Grand-Prix winning sound campaign, the KFC Soundbite.