Practically, all Cariocas that ride Rio’s subway can hum its music theme. They know the sound logo effect and hear themselves in the brand voice. She speaks with an accent, she’s friendly and laid back. There is no doubt MetroRio became a more attractive environment after our branding with sound, which started in 2011. These are the effects of what we call affection marketing. Scroll down to learn more!
Zanna talks about Metrô Rio
Rio, 40 degrees, a city full of people. The music of Baroque Vivaldi echoes throughout Rio’s subway stations. The project of creating a Sound Branding identity for a transportation company emerged in this context. The study we did revealed four personality attributes that are fundamental for a brand:
Music theme and sound logos
These four attributes were used as the basis for creating the music theme and the three sound logo examples that precede the operational messages, institutional messages and announcements. It worked so well that the music of Metrô Rio became a trend at graduations and among the city’s urban line dancers!
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.”
Our Sound Branding strategy is present in all train and station messages, in URA (Land-lines), in movies, advertising spots, and door sounds. This is the first soundscape in Brazil. We added the sounds of Rio’s forests to the music theme, creating the sound of the stations. As you purchase tickets – at the machines or at the box office – you can also hear our sound trademark to call the next in line.
The pandemic has shown people’s passion for the sound of MetrôRio. An audio message we released on WhatsApp went viral in Brazil: “Next station: your living room, connection station to your bedroom and the kitchen. Next stop your dining room. Mind the gap.” The audio was featured on different media outlets after more than 1,300 videos were created on TikTok with an average of 48 million hits. And so it goes…
Research (Troiano Branding Group)
- 380 users over the age of 18.
- 60% of respondents said the second most perceived change was sound.
- 81% of respondents said they liked the brand's voice or liked it a lot.
- 2012 – Zanna was the first one to present a sound branding business at the Cannes Film Festival of Creativity in France.
- Walter Werzowa, creator of intel's sound logo concept, was invited to comment on the work.
- 2013 - In November, the project won the award for Best Case by the popular jury at the 5th Edition of the Audio Branding Academy (ABA), held in Moscow, Russia.
- Brand workshops
- Music theme, institutional sound logo concept, operational sound logo, announcement sound logo examples, subway voice, sound design for logo and Sound Branding book.
- Messages on trains and stations, vending machine, ticket office, sound landscape of stations, call waiting, sound on the web, spots, movies and ringtone.
- Vittor Santos
- flute and flautin
- Lena Horta
- drums and percussion
- Carlos Cezar
- Bahian guitar, steel guitar and rabeca
- Marcos Molleta
- electric bass and fretless
- Emerson Mardhine
- composition, direction, arrangement and brand voice
- executive producer
- Tati Botafogo
- marketing MetroRio
- Simone Spfeil