We developed a holistic sound identity for the UniCredit brand in 17 countries. The Sound Identity embraces all audible touch points of the brand, from the digital channels, the customer contact center, the apps for mobile banking, events to the classic communication with TV spots, Radio Spots and the UEFA Champions League sponsorship.
- Implemented UniCredit's holistic Sound Identity in 17 countries
- Provided 5 different creative routes, during the Sound DNA phase
working with a number of different European indie-bands and artists
- Conducted market research in UniCredit's top-5 markets
- Launched the UEFA Champions League Campaign in more than 20 countries
- Monitoring the Return Of Investment in all markets
- Won a Red Dot Award 2016 in the category Sound Branding and currently on the Short List for Transformation Europe Awards 2017 for Best Use Of Sound Branding
In the first 12 months after launch:
HEAD OF GROUP BRAND MANAGEMENT
“Ninety-six percent of potential customers better remember a brand whose music reflects its identity,” says Silvio Santini, Head of Group Brand Management. “We searched for a warm sound that can be easily connected to UniCredit’s values, and the result perfectly aligns with our ‘Real Life Banking’ brand positioning. To create this comprehensive sound identity, UniCredit turned to amp, world-leading sound branding agency."
The scope of the Sound Identity was defined together with UniCredit's Brand Management and discussed with all stakeholders. The resulting number of implemented sound elements and touch points can be seen in the following pictures:
TWO ASPECTS WHICH MAKE THIS SOUND BRANDING PROJECT A WORLDWIDE BENCHMARK
The Sound Of UniCredit represents a benchmark for Sound Identities worldwide, not only in terms of the result but also with regard to the sound branding process itself. In particular, we would like to underline following aspects:
AUDIO CONSTRUCTION KIT
In order to ensure the highest flexibility when working with masterpiece moods in various productions and contexts, we’ve delivered an Audio Construction Kit – a extensive collection of small audio clips, cut from UniCredit’s masterpiece moods and ready-to-be combined in several new music edits. An Audio Construction Kit gives film teams, music production teams and other teams who work with the sound identity, the possibility to create their own unique music edits.
More about this important cornerstone of UniCredit’s sound identity in the following short video:
RETURN OF INVESTMENT SURVEY
Following a survey in 12 UniCredit markets, we gathered interesting insights about the usage of the sound identity and the resulting cost-savings due to wide-spread implementation. Feel free to contact us to learn more in an in-person meeting.
ABOUT UNICREDIT GROUP
UniCredit is a leading European commercial bank operating in 17 countries, with over 142,000 employees, over 7,500 branches and an international network that spans over 40 markets. The strategic position in Western and Central and Eastern Europe enables UniCredit Group to command one of highest market shares in the region. While the brand is recognizable all over Europe, we have preserved the highly valuable local brands of banks that we acquired to form our Group. UniCredit is one of the UEFA Champions League's current main sponsor.