The sound of electric power
with your eyes closed
We developed the EnBW sound Identity using our complete system. This included a number of workshops to gain stakeholder-buyin. Based on the sound logo, which is used primarily as TV ending, the EnBW Sound Identity was implemented in many applications and touch points. As well as TV, Sponsoring and POS, an innovative implementation was trade fairs. These consisted of multi-channel sound that differed in each area, interactive applications and an over-dimensional version of the Sound Logo within a 32 Meter walk-in Logo, providing a true brand experience.
About the client
With 5,4 million customers and 21.000 employees EnBW is Germanys third largest electric utility with a turnover in 2012 of over 19 billion euros.
EnBW started a brand repositioning process, which entailed a complete new corporate design. GROVES was chosen to develop a corresponding Sound Identity that should fulfil the following requirements:
- communicate the relevant brand attributes
- be coherent to the new corporate design
- create a positive association to the brand in the various communication channels.
A Sound Identity was developed to transport the brand's prime attributes: future, vision and technology. EnBW were able to secure a clear first mover bonus in their relative market sector.
Multi-channel ambient sound
For an international trade fair, the EnBW pavilion was thematically divided into six sections, each receiving its own synchronised ambience through the use of interlocking Soundscapes.
Sound Logo as a thirty meter long Installation
The impulse line, one of the Key Brand Elements, was presented as a giant 30 meter long tube, giving the visitor the opportunity to walk through it and experience the brand up close. The sound of the the impulse line was incorporated in an over dimensional and impressive sound installation.
Testimonial: Oliver Schulz, Head of Brand Communications for EnBW, Karlsruhe:
"Our intention was to strengthen our brand image multi-sensually. The marketing tool of Sound Branding was therefore a logical choice. We decided on GROVES Sound Communications, as we were convinced of their system and ability to develop a sound concept that would optimally compliment our visual identity. Now we can rightfully claim: EnBW is getting heard!"