The FDJ positive, vibrant sonic identity incorporates piano and percussion to reflect joy and goodwill. Integrated into brand movies and ads, it reinforces FDJ’s leadership in France’s lottery market and boosts brand recognition.
FDJ, the French national lottery, Française des Jeux (FDJ), was facing a flood of new competitors. The FDJ sonic identity was the best way to stand out!
To reinforce its leadership position, the brand needed to strengthen communication in order to stand out and be understood.
The FDJ sonic identity is assertive, positive, and fun. The violin, guitar, rhythmic piano and percussion express the joy of life, humour, and goodwill of FDJ.
A unique, proprietary sound enhanced FDJ’s leadership status and positioned the brand among the most recognizable in France, a result of working with a specialized sonic branding agency capable of designing long-term audio systems.
Just listen to the client testimonial from Patrick Buffard talk about how the brand engagement and recognition increased gradually over time due to the sonic logo.
To officially reveal the FDJ sonic identity and further emphasize the brand’s personality, the Brand Movie and all Product Movies debuted at the L’Oréal Active Cosmetics International Meeting – each giving a custom music score to La Roche Posay.
According to Shazam, 70.3% of the brand film audience “shazamed” the music, which is 4 to 5 times above the average.
This success demonstrates how strategic sonic branding can transform audience engagement and brand memorability. As pioneers in the field, Sixième Son helps leading organizations turn sound into a long-term competitive advantage.