Winterthur Casestudy



about the client

The Winterthur Insurance is an international Company with its head office in Switzerland.
With a share of 20%, Winterthur is the clear market leader. About 5300 employees are busy applying their know-how for the Swiss clients. A network of 49 General agents, 225 main agents and more than 15.000 field agents insure a close personal contact with the clients 1.46 million People in Switzerland are Winterthur insured and have signed 2.86 million policies.

the task

In a fiercely competitive European market, Winterthur decided on a new brand strategy. Their visual identity was to undergo a facelift, comprising of a new house font, new design elements and modified brand colours. Aware that the amount of communication via Audio/Visual channels was constantly increasing, the need of a clear and unique Sound Identity was recognised. The main objectives of the Sound Identity were :

– to enforce the brand profile
– to notably increase recognisability
– to improve of media efficiency in all sound-related communications.

the result

In the framework of a structured process, a complete Sound Identity, derived from the brands core values , was developed and implemented. The resulting brand conform music reflects the brand attributes "tradition" and "heritage". A corporate song entitled "To The Future" was composed on the basis of a Sound Logo and was used to successfully launch the Sound Identity in all territories*. By consequently adhering to the rules as set out in the Brand Sound Guide, Winterthur has become the Sound Branding benchmark in it’s marketing sector. We provide constant monitoring via Sound Tracking to ensure that they stay the benchmark. In the Sound Branding process, the following tools were used: Brand Audit, Market Review, (TV & Call-centres) Applications Analysis, Sound Workshop, Sound Production, Brand Sound Guidelines, Sound Tracking.

The Sound Identity Kit comprises of:
– Corporate Song
– TV Spot
– On-hold loop
– Ring-tones
– Internet Sounds
– Corporate Video
– Sound Logo
– Radio Spot

*with sonar


Further information on the GROVES Methodology can be found here.


design

The Winterthur Brand Sound Guidelines

soundexamples

Winterthur | Sound Logo & Brand Song


Winterthur | TV Spot