InPost has created a personalised audio identification system that will allow brands to be recognised with their eyes closed.
As part of the InPost Group's strategy, an expanded audio concept has been developed to engage audiences and build an even stronger bond with the brand. The new sound identity will become an integral part of the customer experience at all key brand touchpoints.
The songs created for audio branding reflect the character of InPost: joy, commitment and an out-of-the-box approach, including: openness, creativity and innovation. On the foundation of the aforementioned values, InPost composed a set of unique arrangements, suitable for versatile and diverse use in marketing communication.
- Audio communication is becoming increasingly important and opens up new opportunities for us to build proximity with customers in European markets. Audio allows us to cross language and cultural barriers to connect with consumers on an emotional and experiential level. Therefore, audio identity is a new and important element of our communication strategy in Europe -. says Izabela Karolczyk-Szafrańska, chief marketing & ESG officer, InPost Group .
Components of InPost's audio branding
The basis of InPost's sound identity has become brand music core , which corresponds to all the audio elements of the branding. The melody line of the track features whistling (symbolising joy) and the sounds of boxes or cartons, typical of the brand.
Based on the brand music core, the brand created a series of musical arrangements relating to the company's individual services, products and communication areas. The audio counterpart to the visual logo became the audio logo . It is based on the musicalised, distinctive sound of a box being opened and is a brand differentiator in the audio space. One of the most important elements of InPost's audio identity is the sounds in the application which will allow a deeper and more emotional interaction with users.
Audio branding will be used extensively in B2C communications, but will also find application in 360 campaigns from advertising spots to events to the helpline, giving them a consistent, individual tone.
- The sound system implemented at all customer touch points is intended to strengthen our brand recognition and allow our core values to resonate. adds Izabela Karolczyk-Szafrańska.
Paczkomat ® as an instrument
A proprietary InPost percussion instrument was created for audio branding activities. Its custom design, inspired by Paczkomat, consists of the device's cache and cardboard boxes, elements directly associated with the brand. Percussion parts played on the instrument appear in every composition created for the audio. The instrument itself will also be presented at InPost events, acting as a full-fledged percussion.
See how the audio brand identity was created - watch wideo case study .
Where can you hear InPost?
The first large-scale use of the soundtrack took place during last year's Tour de France, of which the InPost Group is the Official Partner. You can already hear InPost on a daily basis, for example during image spots or sponsorship activities.
To mark the launch of the audio branding, InPost has released a limited vinyl record , entitled 'InPost Beats', which features all the unique arrangements of brand music core. The tracks can be listened to on YouTube channel marki .
The TADADAM agency is responsible for creating the brand's audio branding together with InPost.
