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 events, the largest of which is the ESC Congress.
Vibrant sound transformed the world’s largest medical congress
ESC approached The Sound Agency to improve the experience of the delegates at its annual congress, which 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 was to create a sonic logo, which became the central DNA of ESC’s audio identity. The rhythm replicates a human heartbeat, and the melody and harmonies are clear, strong and uplifting.
After we created the sonic logo, we designed a portfolio of soundscapes and music tracks, all based on the sonic logo, including were three generative soundscapes and two pieces of event music. At the 2018 congress, these played across 21 spaces at scheduled times.
We worked with ESC in the build-up to the event to ensure that the right equipment was hired to broadcast the new sound in excellent quality, and we were onsite throughout the event to monitor performance and respond to any change requests.
Attendees described the sound as “calming and “refreshing” with brand and visitor experience noticeably improved. 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
How does your brand sound?
If you are looking to enhance customer or brand experience at events or in branded spaces, contact us today.
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