With a market share of 33%, the LBS group is Germanys number one building society.

The eleven regional societies look after 9 Million customers with a total volume of
248,6 billion euro.

The task
Schwbisch Hall, Wstenrot, Signal Iduna, Bausparkassen AG there is fierce competition
among the German building societies. Market research indicated that in TV, LBS brand
recognition was not optimal in comparison with their main competitor. To protect their leader
status, they decided to optimize their marketing strategy. GROVES Sound Communications
were assigned to examine their current use of sound.

The solution
It was discovered that the problem was not just sound but also cluttered and unclear TV
endings. Together with BBDO Berlin, a new clearer TV ending was developed. This entailed
commissioning a visual logo animation and adapting the existing LBS music asset into a
Sound Logo.

The result
A study was commissioned by the reputable market research institute Emnid to measure
the effect of the new sound solution. 76,1 % of the focus group were able to allocate the
Sound Logo to the correct branch. 60,6 % were able to recognise and name the brand.
86% of the people asked were able to recognise the melody. The Sound Identity was
proven to significantly improve recall, both with and without visuals. This put LBS clearly
back ahead of their competition.

GROVES Sound Communications were responsible for consulting, production and

implementation of Sound Identity and animated logo (produced by Spanns & Partner).

Further information regarding the GROVES Sound Branding system may be found at
www.groves.de

Provable increase in Brand awareness

melody recognition

correct branch allocation

correct brand allocation

GROVES Sound Communications | Isekai 20 D-20249 Hamburg

Tel.: +49 (0)40 47 10 35 0 | Fax: +49 (0)40 46 40 78 | www.groves.de