Abstract
Born in Kuwait, talabat is the leading delivery service in the Middle East and North Africa region. Our task was to embed this quirky brand in the minds of its target audience through music & sound. We created an attention-grabbing audio experience, boosting brand awareness and engagement across all channels.
Description
In order to embed the brand in the minds of its target audience we dove deep into the behaviour of Gen Z—the remix generation: Young, impatient and allergic to anything fake. We set out to develop an Audio Branding in a co-creation process with local producers from the regions talabat operates in. It was obvious that this brand didn’t need a rigid corporate sound.
It needed an audio branding concept that would inspire and involve the talabat community. Just like their looks, this sound had to embrace imperfection and be as witty as possible: An Audio Branding DNA with sonic ingredients that are continuously remixed through targeted activations in user-generated-content—not only making the brand recognizable but turning it into an interactive experience.
Since a single piece of music can never cover all of talabat’s musical needs, we have started building a brand music library. The first two pieces are celebrating the Zeitgeist and cover different tempo ranges but are unmistakably talabat and can be used for a wide variety of applications. The brand music pieces celebrate all elements of the sonic DNA. Rolling with this strategy, allows the brand to be consistent, yet totally flexible in genre and style—from strobe-light to candle-light.
