COMMUNICATE

The sound of colors

Auditory-affective memory
as branded content
in 'on/off' strategy.

The client

Comunicare is the largest Signia reseller in Brazil, with 44 of its own units. It is also one of the 150 best companies to work for in the country according to the Great Place To Work ranking.

The challenge

Create relevant digital content beyond the technical and commercial approach, in order to generate engagement not only with the target audience (mostly elderly), but also with the purchasing influencer audience (families).

As a result of Comunicare’s sponsorship of the Ear Parade art exhibition held in São Paulo, we created proprietary digital content: a video recording of the artist Negritoo’s project, with essays on “ the sound of colors ”. The soundtrack, composed especially for the material in partnership with Eroica, an audiovisual production company specializing in art and culture, seeks to convey the emotions generated by sound.

The “ The Sound of Colors ” project also resulted in an extension of the content for Spotify, in “colorful” playlists that translate everyday moods.

PLAYLIST

Getting in shape

Associated with joy and concentration, yellow is the color of excitement. The vibrant tone stimulates mental activity and reasoning, in addition to providing a feeling of attention. Therefore, the yellow playlist is ideal for focusing on the gym. Come on, summer.

PLAYLIST

To get excited

Joy, vitality, prosperity and success: these are the meanings of orange. That's why the keywords for this tone are enthusiasm, spontaneity, communication and energy. So, it's only fair that it be the color of the playlist to lift your spirits.

PLAYLIST

Songs for lovers

Red is the color of the fire element, blood and the human heart. It also stimulates the nervous system, blood circulation, raises self-esteem and gives energy to the body. But above all, it is the warm color, like hearts in love.

PLAYLIST

Calm in the soul

Blue is a cool color that symbolizes the sky, water, and infinity. Its meaning is related to tranquility, serenity, and harmony. There's nothing better than a playlist of calm songs to match the tone. Soft on the ship: that's the mood of the blue playlist. To understand, just listen to it.

Social Media Content

On Comunicare's Facebook and Instagram, we work with sounds that move people as an editorial for engaging content with the public, using short videos that encourage fans to touch the image and emotionally access that specific sound.

Profiles

attitudinal

Leaving

life

“I have no hope for what lies ahead”

25%

Taking

life

“I’m living life the way it is and the way I can”

72%

Enjoying

life

“I am always looking to improve my quality of life”

To develop the positioning of the brands it serves, Bistrô uses market research and diagnostics that provide insights for its work.

In the case of Comunicare, we asked ourselves:

What is the new third party like?
age in Brazil?

Brazil is the

country with the most

high rate of population aging

of the planet.

Connected

They are increasingly familiar with their smartphones, use the internet to connect with friends and family, and are looking for the convenience offered by e-commerce.

Celebrators

Traveling is the biggest dream of Brazilians in general. And senior citizens are eager to discover new destinations.

5.2 mi

of the elderly

connected

want

travel more

83%

35%

want to be

most respected

31%

want

date more

Increased search for social interaction, travel and other forms of leisure.

This fact contrasts with the personality that elderly people with hearing impairments begin to present, due to their limitations.

“

Dancing is better for the brains of older adults than other exercises."

Music is a powerful stimulus for evoking memories, which expand the meaning of 'being old'."

“

Sources: IBGE / Quorum Brazil / Oficina Sophia Retail and ECGlobal / Kricos PB, Lesner SA / Frontiers in Human Neuroscience / LMC Tourinho

Sound, therefore, is an element with a strong social, physiological and emotional aspect in the life of our target.

This is what Comunicare's campaigns and positioning seek to highlight, emotionally evoking the importance of sound in the lives of our target audience.