The in Hamburg based coffee roaster Tchibo, which besides coffee also distributes a wide range of seasonally changing, interesting articles in its stores, was the first client of audio consulting group in 2001.
The first results of our work have already shown which enormous power is hiding in a structured audio branding process. Therefore we were able to increase the awareness of the non-food business and the related claims (“every week a new world”) from 14% up to more than 40% within only 8 months. The corresponding brand theme was used in the following years in more than 30 TV commercials per year. As a result, the awareness of the claim increased by more than 70 %.
In 2013, we have developed a new acoustic brand management concept for the brand, that now doesn’t have a separation between the branch business and coffee anymore. We have implemented the briefing in collaboration with the internationally known jazz pianist Martin Tingvall and developed a music that makes the brand acoustically experiencable in all its facets.
Tchibo telephone on-hold loop