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april 15, 2021
Insight – what responsibility does the new voice of Vienna bear?
2012 was why do birds for a very exciting project: the municipal transport company of the federal capital Vienna asked us to develop a new audio branding in cooperation with Sound Strategy. A holistic sound concept that took into account the entire audiovisual touchpoints of Wiener Linien was to be conceived. Our strategic goal was to define a particularly pleasant and clear audio identity. In particular, the announcements and signal tones were to be edited and thought through in order to provide passengers with increased travel comfort.
This new overall concept also includes a new brand voice that can be heard in all vehicles from now on. The voice character was to be likeable and, of course, typically Viennese. The final voting for the decision of the spokesperson, was made available to the entire Viennese population. Angela Schneider is the winner.
At the time of her win, the Viennese actress was not aware of the relevance her voice would have for the entire cityscape in the future. After all, no sound describes a city as well as the sound of public transportation.Since the implementation of the new Viennese sound, all stations are announced by the new spokeswoman. Commenting on the feeling of this responsibility, Angela Schneider says: "Basically, I am addressing an anonymous city. The art is to make my announcements personal nonetheless. Listening means a relationship.
"monocle.com met Angela Schneider in Vienna and asked her how it feels to be the voice of a city. You can hear the Viennese's thoughts here in the podcast.
You can see and hear the entire case here.
