Making closeness audible.
AOK, Germany's largest health insurance company, accompanies almost one in three Germans through all phases of life - in good times and bad. With our holistic audio branding, we express this feeling of closeness.
In line with the visual rebranding of AOK by Meta Design, we developed a holistic audio branding. The new brand sound was created with the participation of all 11 associations and the AOK federal association.In a joint workshop, we analyzed AOK's brand values and developed a unique audio character that focuses on customer proximity. It finds a musical equivalent in our brand music and the sound logo.
By playing instruments by hand in close proximity to the microphone, we create a feeling of closeness and authenticity. The chords are memorable and easy to understand. In a duet, piano and guitars interweave to create a clear and brilliant sound.
The speed of the AOK brand sound was no coincidence. The health insurance company promotes an active, healthy life. The tempo of 68 beats per minute corresponds to a healthy resting heart rate.
AOK is close to people - on all channels. In brand music, the focus is on empathy, proximity and authenticity.
The AOK tree of life, a symbol of life and growth, is reflected in the musical leitmotif: a three-note melody grows step by step - just like the tree of life. This melody characterizes not only the sound logo, but also all of AOK's music.
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The sound logo gets to the heart of AOK's promises. In just 3 seconds, it ensures a high recognition value in all audiovisual media. It picks up on the leitmotif of the AOK and, together with the perfectly adapted logo animation, forms a coherent whole.
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We wanted to make sure that we hit the right note with the AOK community. Before the launch, AOK policyholders were asked about the new audio branding as part of comprehensive market research - the results were extremely positive!
80.1% agreed that the brand sound fits the theme of health and a healthy lifestyle.
91.4% perceived the brand sound as friendly and authentic.
82.2% liked the clear and intuitive structure of the brand sound.
AOK works with our MusiCurve software. This allows users to adjust the intensity of the AOK music tracks to the plot of their films. The software ensures that everything is musically coherent and the result is always a high-quality piece of brand music!
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why do birds has perfectly translated our brand personality into sound. Just a few weeks after the launch, we feel like our sound has always been there. It feels like a natural part of our brand identity and is an important part of differentiating us as AOK from our competitors, making us recognizable and communicating our values acoustically.
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