Amp.Amsterdam: The Telkomsel Sonic Branding Case
As the largest cellular operator in Indonesia, Telkomsel has successfully connected more than 164 million subscribers, opening a ‘World of More’ for all. Telkomsel was re-branding its visual identity after 25 years and came to Amp.Amsterdam for an accompanying new sound.
To blend the traditional spirit of Indonesian heritage with a new sound that would rocket the brand into the future. Their unique sound needed to encompass having an identity and communication that balances a contemporary and digital identity with its relationship to a rapidly growing nation and Indonesian culture. As well as complementing the new visual style of Telkomsel, produced by the design team of Someone London.
The sound of Telkomsel: a unique blend
of Indonesian heritage and
The result of our work consisted of the 5 traditional notes of Telkomsel, but blended with modern instruments and aspects of traditional Indonesian heritage. We also created additional harmonies to evoke a deeper and warmer impact with the sound of Telkomsel. An important part of the bold and striking new visual design is the Portal, opening to ‘a World of More’. We accented this asset with a unique and proprietary sonic asset, which can be heard in the resulting communication touchpoint assets.
Andrew Mamahit, GM Digital Brand, Telkomsel “The sense of sound adds dimension to the message we convey to our customers. It adds that extra something, that ineffable feeling we want our customers to perceive when interacting with our brand. We have thoroughly enjoyed our sonic journey with Amp.Amsterdam, exploring exciting possibilities while remaining true to our cultural heritage. We applaud Amp.Amsterdam's method of the process, combining a systematic approach, elements that invoke human emotion, and their overall flexibility.”
Amp.Amsterdam specializes in creating sounds for your brand. More and more companies are adding sonic branding to their arsenal of branding assets, and for a good reason – it extends their reach among the extensive range of marketing platforms and creates a memorable emotional connection with their customers.