7 months ago
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.
November Amazon Prime Promotion Campaign:
Creative Agency: The & Partnership
Music Company: A-MNEMONIC Music
Composer: Adam Shaw
Categories: Internet, UtilitiesA-MNEMONIC Music, 6 months ago