A New Sound for DKB Deutsche Kreditbank

HearDis! Audio Branding Enriches Forefront Sustainable Banking

Sustainability has become a constant topic around present politics and media coverage. At the heart of the discussion lies the question, how can each of us make impactful contributions to ensure a society that is fit for the future?

Thrilled to take on the Audio Identity of an Advocate in the Financial Market

This philosophy has been gaining greater consciousness over the last few years, yet a number of corporations have been supporting the cause for a long time: Deutsche Kreditbank (DKB) has financed projects in the wind, solar, bioenergy and hydropower sector as early as 1996 and has to date supported over 5,300 agricultural initiatives, 1,050 kindergartens and schools as well as 10,200 medical practices, nursing homes and hospitals - just to name a few.

So, when we got asked to carry out an entirely new audio branding for DKB, the esteem for the Berlin-based bank definitely fuelled our work with enthusiasm. Agency Jung von Matt/NECKAR trusted us to boost DKB’s marketing efforts by delivering fresh bespoke music, sound logo and brand voice to express the bank’s exemplary attitude.

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Delineating the Sound of a #geldverbesserer and its Brand Positioning

In the recent brand campaign for DKB, Jung von Matt/NECKAR calls attention to the company’s stance on sustainable banking: with 4.2 million customers, DKB invests the large majority of its total assets in a multitude of national social and environmental initiatives. The campaign’s core message is that everyone can truly contribute to a sustainable society simply by joining DKB, this way becoming a #geldverbesserer (aka “money optimiser”)! Such righteous positioning is used as a pivoting element in the novel audio branding HearDis! conceived for the company.

To determine the sound of DKB, we explored the look and feel, sound and tone of the greater financial world, keeping at the centre of our quest DKB’s brand values, its revamped corporate identity and the audience it targets. With the goal of creating a fresh and modern image to appeal the digitally affine, the sound realm that took shape is high end, cosmopolitan, warm, with a pinch of humour. A sound that is familiar yet one that gently surprises with new facets.

Equipping Marketing Efforts with a Holistic Audio Branding Set for the Future

Authenticity, value and innovation framed the essence of different types of audio content we produced for the bank to fulfil the entire spectrum of creative needs on this front: from original music and sound logo variations, brand voice casting and voice-over recordings, all the way to audio post production and sound design.

HearDis! broad fields of expertise and in-depth approach gave birth to a holistic audio branding that enriches the omni-channel customer experience and brand perception of DKB sustainable banking - across TV-spots, online pre-rolls, Podcasts and on-old messaging - while at the same time establishing the grounds for novel audio formats directed to digital interfaces and personal assistants.

„Empowered with a new audio branding to express its sustainable banking, DKB continues to thrive in the financial market as an advocate for banks’ commitment toward social and global climate undertakings.“
Marcel Schwarzkopf, Project Lead, DKB Deutsche Kreditbank
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