With the launch of its 'For Everyone' campaign, TalkTalk identified they needed a ‘unique sound identity’ for the brand that highlighted great broadband speed, a simple offering, easy to deal with – underpinned by the value of fairness.
With successes on the Sonic Branding for travel brand ABTA and TV show Love Island, A-MNEMONIC were the ideal choice to deliver a music package.
The TalkTalk brand was established in 2003 - with a history of using a vast back catalogue of music in their marketing - from “Something in the Air” by Thunderclap Newman, “Neon Rainbow” by The Box Tips, and their well-known sponsorship of The X Factor, the brand has always engaged with their audience through music.
After research into the brand’s history and brand proposition, A-MNEMONIC presented to TalkTalk their vision for the brand’s audio identity - with the core idea of keying off the syllabic rhythms of their line: ‘For Everyone’.
A-MNEMONIC developed and produced several full-length brand tracks, culminating in a related sonic logo. From the several routes on the table, two ideas emerged as potential favourites and placed into audio research / testing held by Global
Following testing, the clear winner was chosen for it’s unique, distinctive and memorable qualities - the sound of TalkTalk was born.
TalkTalk plan to use their new audio mnemonic across all media, from TV, Radio, Video On Demand and all the brand touchpoints.
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