The project began in 2013. Zanna Agency and Vivo’s marketing had a Music Branding strategy to strengthen the company’s affective bond with the audience. We personified the brand as a trendy 30 years old man. His personality characteristics inspired our musical creation. He is…

Music theme and sound logo

Vivo’s music theme has the enthusiastic tribal percussion rhythms of Sané, a New Guinea artist based in Lisbon. The chords deliver transformative and positive emotions all the while a foundation melody is played on the piano. As a sort of freedom cry from the crowd, a chorus of Brazilian voices sings “Oh Oh! Oh Oh! Vivo!”, which was also part of the matrix for the sound logo concept.

Applications

As we finished the project, the client asked how to manage the sound trademark strategy in advertising and communication. We answered in our favorite way: creating. We recorded three more tracks that exemplified the music theme applications in advertising: Institutional (a cut of the original musical theme); the Comic (animated themed version with rhythm); the Intellect (more electronic) and the Sensitive (a different melody on top of the musical themed cords, sung in English by the marvelous Blubell). And that’s how we proved Sound Branding ideas and strategies could integrate the various territories of Vivo’s communication and advertising.

Music Branding

After Vivo’s Sound Branding was published, we started working on a Music Branding strategy focused for the physical stores, curating the ambiance sound for the units. To establish the sound design for the brand, we traveled 11,000 kilometers, went to 7 cities and 10 stores. We talked to 65 consumers and 50 employees. We considered the different profiles of each region and respected their musical personalities. The 320 Vivo stores, spread throughout Brazil, were initially awarded with Music Branding. Our musical curatorship is also part of the franchise portfolio.

Recognition

After a short period of time, Vivo’s sound trademark became famous throughout the country. “Music can enchant and connect more than any other language. Vivo, who promotes all kinds of connections, couldn’t ignore this critical aspect of brand development”, said Cristina Duclos, Director of Image and Communication at Vivo.