AOK Audio Branding
WINNER 2024 | Category: Audio Branding
Entrant
Abstract
The audio branding of AOK, Germany’s largest health insurer, is based on proximity to its insured. We created an intimate sound, recording all instruments entirely by hand, particularly close to the microphone. The AOK picture mark, the tree of life, is reflected in a three-note leitmotif that grows and flourishes and rises step by step.
Description
The AOK is close to its insured, everywhere in Germany, in all phases of their lives and across all channels. The brand sound should also express closeness and empathy. So, we created an intimate sound, mirroring proximity by recording all instruments entirely by hand, particularly close to the microphone. This gives them a lively quality and warmth. In addition to acoustic guitar and piano, rhythmic hand clapping and a human heartbeat can also be heard. The AOK tree of life, a symbol of life and growth, is reflected in the musical leitmotif: a three-note melody that grows and flourishes and rises step by step – just like the tree of life. This melody characterizes not only the sound logo, but also all of AOK’s music. It’s catchy, friendly and warm. Before the launch, AOK policyholders were asked about the new audio branding as part of comprehensive market research. The result: over 90% feel that the new AOK brand sound is friendly and trustworthy.
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