amp is the leading agency for the development of the BBVA sonic Identity, reflecting an epochal change in the bank's purpose.
Following a worldwide pitch, involving 7 agencies, amp was chosen as the leading agency for the development of the BBVA Sound Identity, which reflects this epochal change in the bank's purpose.
The result is a holistic Sound Identity which can be heard at every audible touchpoint of the customer journey - in Spain, Mexico, USA, and all 35 countries where the brand is present.
Sound Identity elements
BBVA SOUND DNA
The metaphor of "Sailing" captured the BBVA brand values and personality. This leitmotiv served as additional creative inspiration for the BBVA Sound DNA.
BBVA MUSIC PRODUCTIONS FOR MUSIC BANK
Below you will find examples of BBVA music tracks derived from the BBVA Sound DNA:
#ease, #happiness, #comfort, #calm, #friendly, #laidback, #playful, #positive, #mellow
#adventure, #dynamic, #innovative, #upbeat, #inviting, #driving, #electronic
#emotional, #motivational, #melancholic, #touching, #reflective, #uplifting
#sofisticated, #Distinguished, #elegant, #grand, #inspirational, #freedom, #magical
Below you will find examples of BBVA music tracks used on YouTube:
CUSTOM SOUNDTRACKS FOR ATL, DIGITAL & RADIO
The BBVA Sound Identity is heard around the world. With each new advertisement, BBVA invests in their own brand equity through music. Musical motifs heard in the BBVA Sound DNA are worked into new soundtracks for ATL and Digital communication (watermarking). In this way, the Sound Identity lives and breathes:
SOUND INTERFACES AND SOUNDS FOR UX/UI
Using the Sound DNA as the basis for BBVA's sound interfaces, we created functional sound sets for BBVA's banking and mobile applications:
BBVA Live EVent and Collaboration
In the spirit of "Creating Opportunities", BBVA shared their Sound DNA with the newcomer band Maico, who were given the creative freedom to reinterpret and release the BBVA Sound DNA under their own artist project.
The result is a highly successful cover of "How We Dream" with over 1.5 million plays on Spotify and a recurring spot in the Spanish charts:
BBVA is a customer-centric global financial services group founded in 1857. BBVA has a presence in 35 countries, more than 136,000 employees and 70 million customers worldwide. BBVA enjoys a solid leadership position in the Spanish market is the largest financial institution in Mexico and has leading franchises in South America and the US Sunbelt. Additionally, it has a relevant banking presence in Turkey (through Garanti Bank) and operates an extensive branch network worldwide. Its diversified business is focused on high-growth markets and it relies on technology as a key sustainable competitive advantage. Corporate responsibility is at the core of its business model. BBVA fosters financial education and inclusion, and supports scientific research and culture. It operates with the highest integrity, a long-term vision and applies the best practices.