EnBW Casestudy



CASESTUDY

about the client

With 5,4 million customers and 21.000 employees EnBW is one of the largest electric utilities in Germany.
Their turnover in 2006 was over 13 billion euros. Vatenfall, e.on and RWE are EnBW ́s main competitors.

the task

In 2004 EnBW started a brand repositioning process, which entailed a complete new corporate design.
In 2006 GROVES Sound Branding was chosen to develop a corresponding Sound Identity that should fulfil the following requirements: communicate the relevant brand attributes, be coherent to the new corporate design and create a positive association to the brand in the various communication channels.

the result

A Sound Identity was developed using the GROVES Sound Branding process. The prime attributes to be communicated with sound were defined: future, vision, technology and understanding of the clients. As few competitors have a Sound Identity, EnBW were able to secure a clear first mover bonus. A Sound Logo was developed as central element to portray the EnBW as mentor and precursor.
The Sound Logo was then extended to a Brand theme which is used consequently in all touchpoints and applications e.g. brand and image films, all telephone applications like service centres, on-hold and personal answering, ringtones, internet (also second life), sponsoring (VFB Stuttgart), the EnBW Brand Experience Centre and operational as TV ending. A particularly innovative use of the Sound Identity was at the Hanover International Fair 2007. The EnBW pavilion was thematically divided into 6 sections which each received is own ambience through the use of interlocking Soundscapes. The impulse line, one of the Key Brand Elements, was presented as a giant 30 meter long tube, giving the visitor the opportunity to walk through it and experience the brand up close. The moving sound of the impulse line was also presented in an over dimensional and impressive sound installation.

Oliver Schulz, Head of Brand Communications for the EnBW in Karlsruhe, said: "Our intention was to address both the head and the heart and strengthen our brand image multisensually. The marketing tool of Sound Branding was therefore a logical choice. We decided on GROVES Sound Communications, as we were convinced of their system and ability to develop a Sound Concept that would optimally compliment our visual identity. And now we can rightfully claim: The EnBW is getting heard!"

Further information on the GROVES Methodology can be found here.

soundexamples

The chart shows the frequency response in time lapse. The EnBW Sound Logo is placed in the optimal acoustic range.