Tuesday, May 21, 2024 from 12:00pm to 1:00pm
**NEW PROGRAM** AMA Chicago is launching a NEW programming format—the Case Study.
A case study is a more extensive and detailed exploration of a specific real-world scenario. It gives a deeper understanding of the challenges faced, the decision-making process and outcomes achieved over an extended period. A case study’s comprehensive analysis allows the audience to understand the complexities of an actual situation. All case studies include an agency, plus their client. Case studies break ground on technologies used, techniques or results.
“Let’s get some mud on these boots!” A USAA Audio (Sonic) Branding Case Study
In these days of “continuous partial attention,” how does a brand break through and be heard?
USAA was aiming to take advantage of consumers’ ability to identify sound, using sonic branding to cut through the clutter and increase consumer awareness among military and ex-military personnel and their families.
As of today, USAA is the owner of a distinctive and relevant musical vocabulary that expresses its values across all touchpoints. Hear from Sergio Trujillo, the USAA client who ran the project, and Colleen Fahey, AMA member and US Managing Director of their sonic branding agency, Sixième Son, as they reveal the inner workings and final results of this massive undertaking.
3 KEY TAKEAWAYS
REGISTRATION FEES
Virtual, via ZoomMeeting details will be emailed to registrants 48 hours, 2 hours, and 10 minutes before the event begins.
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