14 January 2008
Fitness for the Ears
McFit Uses Sound Branding Solution from MetaDesign

McFit Fitness GmbH is exploring new sonic terrain with the launch of its first television campaign, which stars the Klitschko brothers. For Germany’s largest fitness chain, MetaDesign’s sound experts have created a customized sound branding program to acoustically convey the company’s brand values in all communication activities. This is a novelty in the fitness business.

“We’re the first German fitness chain to take the offensive with a TV campaign. The commercials impress viewers with the story they tell, their visual design and their unique, individual sound,” says Rainer Schaller, founder and managing director of McFit, expressing his pleasure over the company’s pioneering role. “We asked MetaDesign to implement a full sound branding package, from audio logo and brand music to brand voice. This will increase the recognition and emotionality of our brand.”

The sound elements developed by MetaDesign will not only be heard in the current and upcoming TV commercials. Around 560,000 customers will gain an impression of McFit’s new sound on the internal McFit TV channel in 91 fitness studios across Germany. “This will considerably increase brand loyalty. It is the reason that sound branding is so appealing and exciting for our clients,” explains Carl-Frank Westermann, creative director of sound branding at MetaDesign. “We use a strategic process to adapt the brand to the world of sound. This process provides us with the basis for developing the sound elements that our clients can use flexibly and diversely in all external and internal communications. The sound of a brand is thus individual and adaptable. It grows actively with the company—as with McFit.”

McFit’s new sound will be heard for the first time at the premiere of the current TV campaign on January 15, 2008.