Smile Insurances
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Quickline
A telco provider with both feet on the ground
Sound Identity
The sound identity is intended to help Quickline increase brand awareness during the current market expansion, while positioning itself in a clear and differentiating manner.
Campaign 2022/2023 with soundtrack based on the new sound identity
Telecommunications? That means fiber-fast lines, TV boxes, apps and the latest in hi-tech. And that's also what it should sound like. Really? Isn't customer service that is regionally structured and a local presence and expertise worth at least as much? This is where Quickline's new sound identity comes in: authentic, in-person and Swiss. And thus differentiates itself from the competition in a most refreshing manner.
Ambition
In September 2022, Quickline, the fourth-largest telco provider in Switzerland, took the step from a regional to a national provider: Now all households in Switzerland can be reached. In order to win over these potential customers, the move is being accompanied by a broad-based communications initiative aimed at making the brand known and noticeable beyond its current coverage area. As part of these efforts and also to meet the demand for a start-sound for the Quickline TV box, Department of Noise was assigned to create a sound identity in the "sweet spot" between brand, ambitions and market differentiation.
Sound Logo
Approach
Within the strategic considerations, it became clear that closeness, warmth and empathy are the central aspects in Quickline's sound world. This is also intended to underline the regional, family-like relationships that characterizes the company. Accordingly, technical competence and experience are not emphasized by digital sounds, but by a multi-layered, dynamically executed sound image of acoustic and "classical" instruments.
Execution
During the creation phase, the brand sound was repeatedly placed and echoed in the context of Quickline's already produced awareness campaign. This helped to further sharpen it, and it is also used there for the first time - together with the new Sound Logo. The first stage of the project was completed with the development of a flexible scoring toolbox for social media-communication («Video Score Set») and the touchpoint-specific start-sound for the TV box.
Urs von Ins, CMO of Quickline, says: «DoN managed to steer us past every taste trap and gave us with their strategic approach the confidence that we are on the right track. Now we have a sound identity that is congruent with the brand strategy - and clearly differentiates us in a noisy business environment.»
TV-Box/App Start-Sound
Services
Audio Strategy
Sound Identity
Sound Logo
Video Score Set
TV Box/App Start-Sound
Campaign Music
In the press
Developing sound and music that fit the positioning of our brand...
... and cover various needs and uses, all while overriding personal preferences was tricky and exciting work. DoN picked us up again and again with close listening and their expertise, involving us in the process and guiding us to the finish line.
Iva Krüttli – Quickline
Head of Communications
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Department of Noise
Agency for everything Sound.