The one inch punch, a snake bite and a Beretta 92. Some of the most powerful things in life happen in seconds. Eardrum creates effective mnemonics that serve as audio shorthand for any brand.
The six note Classic FM sonic brand trigger is an uplifting piece which we used to resolve each of the DNA presenter themes. (Click here to watch the case study video). Our aim was to create a distinctive piece that was both uplifting and flexible. We coupled this with a new positioning line, 'Where Music Lives' which helps reinforce the role of the Classic FM presenters.
The instrumentation captures the excitement of this new technology and the child’s vocals make it warm and approachable.
Originally, the repeat of the ‘O’ was designed to make it easier for customers to find O’Briens in the White Pages, as opposed to the Yellow. We were asked to modernise this Australian classic but our advice ‘if it ain’t chipped, don’t fix it’.
When Eardrum started working with The Carphone Warehouse they had 3 stores in London. Today they are the largest independent mobile phone retailer in the world with 2400 stores across 8 countries. Their brand was built on radio ads, utilising unmistakable audio branding. After a few years of using the full track, the ads only needed to include the opening 2 seconds of the track.
A distinctive voice can also work as sonic branding. We cast Mark Mitchell as ‘That Radio Bloke’ six years ago and his voice is now synonymous with the brand.