SIMon Sonic Branding

For the launch of the new Vodafone brand SIMon, we developed a comprehensive acoustic identity that helps bring the young brand to life and gives it an inspiring character.

Based on a creative concept, a sound logo and brand music were produced and a unique character voice for the brand mascot "Simon" was determined.

As a raccoon, Simon is used to rural areas, but his roots are in the Ruhr region. Dialects make people more likeable, but charm and humor are also elementary for a likeable character. To do justice to his origins and personality, we gave Simon an equally authentic voice.

The Brand Song should also connect to his origin and personality: The clubhouse sound with electric guitar and energetic drums sums up the Schlager character wonderfully.

The Sound Logo was created when Simon sang along to the melody of the brand song so well that we just had to record it.

From now on, these brand sound assets will be used at all acoustic and audiovisual touch points and media.

Social media activities such as branded events with Simon Gosejohann or TV inserts on well-known German TV shows such as "Love Island" as well as jokes with the well-known comedian Markus Krebs extended the reach of the brand characters beyond pure advertising campaigns.

The leitmotif of this year's campaigns are game shows, in which Simon acts as host and presenter. The flexible design of the acoustic identity makes it possible to adapt the brand sound assets precisely to new campaign motifs and orientations without losing sight of the musical core of the brand.

Tik-Tok campaign

What do the 2000s, a raccoon from the Ruhr area and two influencers have in common? As of now, the Ketchup Song. With a remake of the summer hit from 2002, the brand is paying tribute to a well-known piece of pop culture. Brand mascot Simon performs the new song together with the two TikTok influencers Selina Mour and Haofx. The title:"Geh ran". Through this cooperation, Simon could be personified more strongly and further established as a brand character.

Red-Dot Winner 2022 in the category 'Corporate Sound'.