25 May 2010
MetaDesign develops brand song for real,-

MetaDesign, Germany’s leading branding and corporate identity agency, has produced the brand song for a new national image campaign for real,-, a METRO Group company. The campaign, designed by “Zum goldenen Hirschen”, employs humor to add the dimension of quality to the retailer’s “one-stop shopping” product range concept. At the heart of the campaign are new TV advertisements, first broadcast on 2 May 2010.

The brand song, composed exclusively for real,-, enhances the emotional aspect of the brand. It was developed from the real,- brand identity by Professor Carl-Frank Westermann, a sound branding specialist in Berlin, together with the branding managers from the self-service emporium.

Anikó, a singer from Cologne who emerged as the winner of a long casting process, added the right emotional touch to her interpretation of “Weil ich Dich kenn’” (“Because I know you”). The catchy tune conveys warmth, openness and the feeling of being welcome in a place that turns shopping into an experience.

Chief Marketing Officer International GBV Manfred Mandel is delighted at the results: “The new brand song adds an acoustic identity to the real,- brand communication. It has a very high level of recognition and opens up many new opportunities for showcasing our brand in the future.”

Professor Uli Mayer-Johanssen, chairman of MetaDesign, adds: “Acoustic branding is becoming more and more important in the overall context of creating brand experiences. The new real,- song is an excellent example of the emotional power that identity-based sound can release for a brand.”

The song was released by the renowned Hamburg-based label Edel Music at the beginning of May 2010 and is available from all popular online music stores.