Refresh of Simplicity for Good
BETTER SOUND 2018 | Category: Audio Branding
Entrant
Sixième Son
Abstract
In 2017, AXA redefined the brand position and communication strategy. The goals were to bring the brand closer to the people, adding warmth, modernity and simplicity to the message and to develop a more flexible audio branding strategy for TVCs. AXA produced 16 TVCs in 18 countries, accumulating 10 million views since April 2017.
Project description
In 2007, AXA decided to rebrand, adopting the tag-line “redefining standards” and commiting to a higher level of excellence in the banking industry. As a leader of a sector facing increased competition, the brand had to meet three major challenges linked to its communication strategy:
– Stand out from competition and break through the historic codes of banking
– Convey the new communication goals and amplify the clarity of the change
– Create a more specific but universally consistent brand experience
To do this, brand managers understood that they needed to be more creative in their strategy, thus launching the initiative to develop an AXA audio identity.
The audio branding agency started with a deep audit of audio used across all brand assets and campaigns. It was soon understood that music used internally, and for TVCs in different markets, was not creating a durable and distinctive impact for the brand. The competitive analysis also informed that there was little use of an audio logo in the sector, providing a huge opportunity for Axa to audibly occupy the space and set a new standard in brand communication.
The result was an audio identity that conveyed leadership and innovation and stood out from competition with a unique melody. For 10 years, Axa integrated their brand music across all touchpoints (internal films, customer service lines, radio, TVCs, events, etc.), successfully creating a complete communication strategy and establishing one of the most well-known audio logos in the sector.
In 2017, AXA redefined the brand position and communication strategy to focus more specifically on the customer. As the brand has maintained its leading position, the need to communicate power and leadership is no longer there. The goal was to bring the brand closer to the people, adding warmth, modernity and simplicity to the message.
To accomplish this, the brand refreshed not only the visual identity, but again worked with their audio branding agency to do the same for the audio identity. This time around, the brand was faced with new challenges :
– Infuse modernity, warmth, simplicity and emotion to the brand music, without losing the iconic melody.
– Develop a more flexible audio branding strategy for TVCs
The refresh of the brand music can be clearly heard. The instrumentation is acoustic, the textures are smoother and the main melody is now carried by the voice, arguably the most emotional and human instrument available. The modernity is evident in the production and has greatly improved the integration of the audio logo into every TVC, offering a flexible solution and branded content for all campaigns, in every country.
Overall, AXA produced 16 TVCs in 18 countries, accumulating 10 million views since April 2017. Each conveys the brand’s personality and values and carries a consistent branded sound – the AXA audio logo.
Project video