BRONZE and AUDIENCE Award
MetrôRio Sound Branding Case
Agency: Zanna Sound Comunicação Ltda. – Brazil
Abstract (Description of the project by Zanna Sound)
In this project the audience will have a chance to see the sound branding case implemented in the Rio de Janeiro subway system – called MetrôRio. We defined, after an intense stage of study, the attributes of brand personality. So we applied the brand profile and strategy on authentic sound identity creation. It consists of a musical theme, sound logo, sound signals and the new Rio subway system voice. It also include the soundscape first case in Brazil. We used the sound of birds in the stations and musical instruments typical of Rio.
And one year after implementing the project, ZannaSound decided to measure Rio subway users’ perceptions and the results are surprising. We had a sample of 250 people interviewed and the changed sounds and audible warnings were the second main change noticed. We think it’s very important to share this experience because is the first survey case, the first data about a sound branding project implemented in Brazil.
Time period of realization
2010 – 2011