FDJ (National French lottery)

The start of the composition just feels like FDJ really I couldn't have imagined better. It leaves a lasting impact that enriches the brand.

Patrick Buffard, Deputy general manager Marketing and Sales, Commercial and Digital Française Des Jeux

An iconic audio DNA

reinforce its leadership position

Challenge

FDJ, the French national lottery, was facing a flood of new competitors.

To reinforce its leadership position, the brand needed to strengthen communication in order to stand out and be understood.

Sonic identity

The new audio identity of Française des Jeux (FDJ) is assertive, positive, and fun. The violin, guitar, rhythmic piano and percussion express the joy of life, humour, goodwill of  FDJ.

The unique, proprietary sound, enhanced FDJ’s leadership status and established the FDJ sonic brand as one of the most recognizable in France.

Results

To officially reveal the audio 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

 

 

 

Credits

CLIENT LEAD

Patrick Buffard – Assistant Marketing Director
Monique Heim – Advertising and Media Director
Sylvie Bouffard – Communication and Brand image Manager
Laetitia Olivier – Communication and Sustainable development Manager
Anne-Laure Senentz – Communication and Brand image Officer
Alice Balloy – Brand customer relation Manager
Bruno Perrone – Event Manager

AGENCY

Michael BoumendilPresident & Chief Creative Director
Laurent CochiniManaging Director
Sophie Ziessel – Account Director
Julien Goris, Vincent TurbéArt Directors
Eric Caissy, Marion Combes, Ianis Mauraisin, Hugo Letexier, Romain Debrie, Pierre MoreauDesigners