PROVING THE POWER OF CONSISTENT SONIC BRANDING

True to its name, XXXLutz is one of the largest furniture dealers in the world, with 320 stores in 13 Central European countries. How we could re-establish a big, proven musical concept to reinvigorate such a big brand?


Related Projects: XXXLutz Commercials here.

AN EXPERIMENTAL APPROACH

This project started out as an experiment, in collaboration with For Sale Agency Munich’s Stefan Filtgen and Christian Rechmann. Their openness throughout the co-creation process was vital to the success of the project. We were keen to demonstrate to the client how building an immersive acoustic brand structure would deliver more emotion and brand recognition than bland library music.

RE-ESTABLISHING SONIC INTELLIGENCE

In the past XXXLutz’s consistent sonic approach delivered proven results, but over time this approach was dropped. We set out to re-establish this powerful sonic component.

Xxxl soundbranding case Bild

A VERSATILE SONIC FRAMEWORK

Each piece was composed to fit with the individual commercials, quoting recognisable sonic elements of the brand. The musical structure of the audio logo was integrated into a wider sonic framework. The sound of the audio logo itself was allways executed according to the style of each composition, which added emotional power to the individual stories, something that could not be achieved with library music.

A LIVING STRATEGY

Our client recognized the power of our approach and did not hesitate to reinstate the proven XXXLutz sonic branding. Since 2016, we have used this concept to compose music for more than 30 TV commercials and over 1.000 radio spots each year. This is a living strategy, and the brand’s sonic eco-system continues to evolve while staying true to its sonic roots. Due to a testimonial campaign with actor and brand ambassador Matthias Schweighöfer we are now working with the client to co-create a new approach and sonic standards for 2021.

CAN YOU FEEL IT?