Music theme and sound logos

The four attributes laid the foundation for the creation of the musical theme and the three sonic logos that precede operational, institutional, and attention messages. It worked so well that the music – MetroRio Theme – went viral during the pandemic, with over 1,500 videos created on TikTok and an average of 50 million views across all media. It became a trend at graduations and formed the basis for city dance groups’ passinho. Examples of affectionate marketing – a heartfelt connection between people and the brand through sound.

Brand voice and verbal tone

In a cold and mechanical setting, the warm brand voice of MetrôRio, which speaks in the same accent as the citizens, quickly became a companionship for Cariocas. “At first, I thought it might be risky to occupy this place, but I rose to the challenge and today I love being the voice that drives the journey for thousands of people”, said Zanna.

We trained the drivers to speak as if they were airplane pilots in order to create an alignment between the verbal tone and the brand voice of Rio’s subway. It was so successful that several of them were featured in newspapers for using phrases such as: “Good morning! I hope all your dreams come true.”

Sound UX

Sound branding resonates through every facet of MetroRio, from the train announcements and stations to the URA (fixed telephony), films, advertising spots, and the closing of doors. We pioneered the first sound landscape in Brazil, blending the sounds of Rio’s forests with segments of the musical theme and sonic logos. This orchestration envelops the stations with four hours of nature and music. Whether purchasing a ticket at the machines or at the ticket counters, commuters also encounter the sound design we crafted to facilitate navigation, enhance the purchasing experience, and the sonic brand created to call the next person in line.