The European Society of Cardiology (ESC) is a non-profit knowledge-based professional association that exists to help its members thrive individually and to deliver on a shared vision: to reduce the burden of cardiovascular disease. For this reason, the ESC organises a variety of events including the ESC Congress.
A new sound, strategically deployed throughout the largest congress in the world
ESC approached The Sound Agency looking to improve the experience of the delegates at their annual congresses. The European Society of Cardiology’s annual congress attracts over 30,000 attendees and is the largest of its kind in the world.
Our work began with an audit of the company’s sonic touchpoints to better understand its existing strengths and define a unique audio position that would work at the events and resonate with the attendees.
The first step to realising this position, was the creation of ESC’s new sonic logo, which became the central DNA of its audio identity: its rhythm replicates a human heartbeat, and its melody and harmonies are clear, strong and uplifting.
Next, we designed a library of soundscapes and music tracks, all derived from this sonic logo: three generative soundscapes and two pieces of event music. At the 2018 congress, these played across 21 spaces at scheduled times.
We worked tirelessly with ESC in the build-up to their event to make sure all the correct equipment was hired to broadcast the new sound professionally, and we were onsite throughout the event to monitor and respond to any sonic problems should they arise.
Attendees described the sound as “calming and “refreshing” with brand and visitor experience noticeably improved. The Sound Agency continues to work with ESC to deliver sound at its congresses annually. The work was nominated for five industry awards and won the Better Sound award at the International Sound Awards.
"When we got a request for improved sound at our congress, I contacted the experts at The Sound Agency and they were very responsive.
The response from the cardiologists was fantastic. They noticed the sound right away and we were getting a lot of positive feedback. Sound brought the congress together. What they really liked, though, was that the sound was based on a heartbeat. We made a great team and we’re looking forward to working with The Sound Agency again."
Mike Morrissey, Chief Operating Officer
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If you are looking to enhance your customer’s experience of your brand or events, then contact us today and we’ll come up with a solution that helps you communicate your message to your audience.
Awards and nominations
• Better Sound award, International Sound Awards
• Best Idents and Sonic Branding finalist, Music+Sound Awards
• Best Audio Branding nomination, International Sound Awards
• Best Soundscapes nomination, International Sound Awards
• Events and Entertainment Project of the Year nomination, AV Awards
• Corporate Sound nomination, German Design Awards