Department of Noise strengthens Smile's digital relevance
The insurance company Smile is positioning itself as a digital lifestyle brand. This includes a one hundred percent online customer journey and skillful lifestyle marketing. By introducing a distinctive sound identity, the brand now wants to further expand its relevance in the digital space.
The digital business model of Smile Versicherungen is gradually being scaled in other European markets. In line with the business model, Smile successfully positioned itself as a digital lifestyle brand. This was achieved, among other things, through the consistent and cross-channel implementation of influencer marketing. To this end, the first activities were implemented in the metaverse at the beginning of the year.
"Staying relevant in the digital space is an ongoing process," says Joséphine Chamoulaud, Head Marketing, Brand & Digital Experience at Smile. "Our new sound identity will help us in this task in the long term by solidifying our brand feeling across channels."
Fabienne Braunschweiler, Brand & Communication Manager Europe at Smile, adds: "The ambition in developing our brand sound was to highlight our expertise as an experienced online insurance company through consistent reduction, while at the same time further strengthening our positioning as a digital lifestyle brand. By snappily integrating the brand name into the audio logo, we additionally found a convincing answer to the second-screen phenomenon."
The new brand sound, as well as Smile's audio logo, can be heard in the ongoing fall campaign, across all multimedia channels.
Responsible at Smile: Fabienne Braunschweiler (Brand & Communication Manager Europe), Joséphine Chamoulaud (Head Marketing, Brand & Digital Experience), Ivana Gonzalez (Lead New Business), Jonathan Barreiro (Lead Business Development), Stefano de Filippis (Head Front Office After Sales). Responsible at Department of Noise: Florian Goetze, Ph!L!pp Schweidler (Strategy, Creative Direction & Production), Yves Gerber (Creative Producer).
