Union Investment, one of Europe’s leading asset managers for private and institutional clients, needed an audio strategy for their “Blue Door” campaign that supported brand positioning.
With careful consideration of the brand’s target audience and the brand profile, iV2 composed a brand theme designed to reflect the brand message and align with the visual and verbal expressions of the campaign.
The brand theme, “Beside Me”, was an instant hit among brand representatives, so the project grew beyond its original scope: Aside from its use in a TV spot, a music video of the song was created in cooperation with the brand, featuring American pop artist Heather Bond, providing Union Investment with unique branded content and opportunities for earned media exposure. Additionally, iV2 delivered further audio assets to the client based on the “brand soundtrack” - including an on-hold version of the song for the client’s telephony systems, with ringtones, music bumpers, and an audio mnemonic to match.
•Emotional, relatable branding: iV2 created an emotional connection between the brand and its clients through an intimate, authentic, on-brand pop song that was composed specifically for the brand.
•Organic, small-scaled audio branding: An on-brand advertising sound grew beyond its scope and provided the client with great, integrated audio brand assets.
•Earned Media: Aside from a classic TV campaign, the brand gained traction by releasing a music video and additional audio assets as a download on their website.
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EU: iV2 GmbH