Mirroring the success of MetroRio, employees of ViaQuarto and ViaMobilidade, who operate the São Paulo Subway, asked Zanna Agency to come up with a Sound Branding strategy for the company. Considering the brand management and results found after the brand study, we created a music theme, uniting the rhythm of BeatBox with the elegance of the clarinet, which goes along with relevant information. From this mixture we extracted two sound trademarks: one anticipates operational messages while the other is used for educational messages. Pérola Rodrigues is the brand voice, but that is just the beginning. More subway lines will have Sound Branding in the near future.
Zanna talks about ViaQuatro
Information through sound guides more efficiently than in writing, and Sound Branding greatly improves the Brand’s overall communication in a peaceful manner. However, if we look past the last decade, it wasn’t exactly usual among transportation companies to care for a Branding study. And this is how ViaQuarto and ViaMobilidade discovered themselves.
Music theme and sound logos
ViaQuarto and ViaMobilidade’s music themes are similar to a Beat Box swing, which represents and illustrates the city’s suburbs. There is also the discreet elegance of the clarinet, a commonly used instrument in jazz and chorinho. The texture assimilates the reality of São Paulo’s subway, connecting the populations of the most popular neighborhoods and favorite city zones. The sound logos, already known by the people of São Paulo, are evoked from the female choir and clarinet.
Brand Voice, personality and tone
If ViaQuarto was a person, she would be a 35-year-old woman from São Paulo, cultured, independent and, at the same time, accessible and kind. The process of casting a voice that harmonized these qualities brought us to Pérola Rodrigues, who taped all the messages for Lines 4 and 5 of Sao Paulo’s subway. We also altered the speaking mannerisms for the brand voice and tone, allowing the messages to be more forthcoming and contemporary, as required by the company. See the difference:
The old model:
Holding the doors causes delays and affects the circulation of all trains. The train will not leave the platform as long as the doors are open.
Passengers, please, do not block the train doors. This will make your trip, and everyone else’s, much faster. Thanks!
It’s ready! After our sophisticated Sound Branding ideas, lines 4 and 5 of São Paulo’s subway adopted a sound trademark that was more fluid and quickly accepted by the users. The URA, telefone messages and commercials were also taken into consideration.
“Our sound turned into a fundamental attribute of our operation. From the voice to the sound touches and music, everything is noticed by the passengers”
Juliana Alcides, communications manager of ViaQuarto and ViaMobilidade.
- brand and broadcasting workshop
- music theme, sound logo concept, brand voice, tone and personality definition.
- informative messages on trains and at stations, as well as parts for advertising.
- Daniel Lopes
- João Viana
- Emerson Mardhine
- Rodrigo Tavares
- Miguel Bestard
- clarinet/ arrangement
- Rodrigo Shá
- beat box
- Fábio Carrão
- voz da Marca
- Pérola Paes
- composição, coro e direção
- produção executiva
- Tati Botafogo
- gestão Marketing ViaQuatro e ViaMobilidade
- Juliana Alcides