Camp Beckenbauer Brand Sound
THE SOUND OF SPORT
ABOUT THE CLIENT
From 1 - 3 September 2014, the most important representatives of the international sports scene came together with economic and political leaders, as well as the media, to discuss "The Future Of Sports". Marcus Hoefl is foudner and CEO of this international summit, owner of the MHM Gmbh and the closest confidant of football legend Franz Beckenbauer.
THE APPROACH: A SOUND CONGRUENT WITH VISUAL CI AND BRAND ATTRIBUTES
THE FUTURE OF SPORTS – has been the Camp Beckenbauer claim since 2013. International decision makers and opinion leaders in sports, media and economics meet at CAMP BECKENBAUER every year for an exchange of socio-political ideas. Along with lectures and panel discussions, a gala evening and the Kaiser Golf Trophy create a specific atmosphere. The impressive mountain known as "Wilder Kaiser" in the Kitzbühel Alps is the magnificent backdrop of the event and the source of inspiration for the visual identity of CAMP BECKENBAUER.
DEFINING AND CREATING THE SOUND FOR CAMP BECKENBAUER
THE BRAND SOUND
Both the motif and the body of sound are in line with the visual CI and the brand attributes. The melody of the main four-tone motif is also inspired by the exalted backdrop of "Wilder Kaiser". The sound and melody are designed to be stimulating and motivating, bringing in new ideas. A french horn plays the leading instrument, symbolically referring to the powerful think tank that is CAMP BECKENBAUER. Similarly the use of electronic percussion and pulsating string elements are meant to demonstrate the expertise and analytical procedures of the event.
Each day of the event followed a specific theme (summit, gala, golf party) and was thus accompanied by specific mood. The strong brand theme itself is heard in each of these musical moods:
THE RESULT AND ITS POTENTIAL
amp developed a holistic concept for Camp Beckenbauer's music and brand communication.
Three different moods in the music give the event a unique character.
For touchpoints such as films, TV-spots and announcements, a characteristic brand voice represents the brand CAMP BECKENBAUER.
Further adaptions of the brand melody were used for announcements of special stage appearances and specific items on the program (e.g. audience voting). These musical forms are heard throughout the event. The sound thus acts as an acoustic business card, meeting the audience at all relevant touchpoints.