Background
The average consumer is bombarded with 3,000 brand messages daily, but only a few leave a lasting impression. To make branding more impactful, successful companies use marketing campaigns that appeal to all five senses: touch, taste, smell, sight, and sound.
Senses play a significant role in influencing consumer decisions. Some of the most successful companies, like Abercrombie & Fitch, Subway, and Kellogg’s Frosted Flakes, integrate touch, taste, smell, sight, and sound into their branding strategies.
Insights
Reviewing our brand insights, we find that customers still refer to Surface as the “click-click device,” a nod to the Surface dancing commercial from over a decade ago. This TV spot remains memorable to this day.
This sparked an idea: how can we replicate this success and incorporate a layer of sensory branding into Surface?
Responsibilities
Created a creative brief and assembled a team of sound designers to record for two days in the Microsoft Anechoic Chambers, the Guinness World Record holder for the quietest room in the world. We captured up to 500 sounds made by Surface devices in various form factor positions.
Core skillsets
- Creative strategy
- Creative direction
- Creative production
- Brand strategy
Key teams and stakeholders
- Sound design team
- Product marketing
Outcomes
01
Branded sound library
Developed a centralized sound library, enabling video editors from internal creative studios and external agencies to access a consistent set of sounds, such as device clicks and keyboard typing. This resource supports the creation of a cohesive sensory branding strategy for Surface.
