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Leroy Merlin - sonic branding

sonic branding

Leroy Merlin

sonic logo
Brand anthem
Advertising music
Brand voice

Brief.

A leading brand in the DIY supermarket market, Leroy Merlin wanted to add a new, impactful and coherent sound territory to embody its vision and reasserts its new positioning across all its communications.

Our answer

Chut! on vous écoute therefore began by thinking about a sound identity that would go against the tide, embodying "the time to choose". Humility, accomplishment, kindness, determination : so many principles to be communicated through sound.
Consisting a sonic logo and a brand anthem, this new sonic branding is now deployed on all Leroy Merlin's communication channels .

The launch

Febuary 2017 saw the release of the new sound identity during the launch of the the TV campaign "L'Aventure d'une vie", produced by the BETC agency.
To maximize its impact, we chose to reinterpret the iconic track by Rod Stewart to make it to make it more consistent with the brand's new sound territory and to develop the campaign’s poetic atmosphere.

The campaign created a level of emotional charge rarely achieved on TV. The music was spontaneously mentioned by 17% of viewers as a strong aspect of the campaign spot (a figure that’s well above average).
It won awards at the Cristal Festival and in the ‘best sonic branding’ category at the Transform Awards.

"It's important to find a partner who can translate our words into notes and compose a sound signature that perfectly reveals our personality.

Christian Mairesse
Brand Expression Manager