comevis - borussia dortmund - akustische Markenführung - Soundbranding - Audio Voice - Header
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Best Practice BVB

Opens up new dimensions in audio branding.

BVB sound experience.
Acoustic brand identity.

Unique in the German Bundesliga.

comevis - borussia dortmund - akustische Markenführung - Soundbranding - Audio Voice - akustische Markenidentität

"BVB - that's a real sound experience.

The acoustic specialists from comevis have been supporting us in acoustic brand management since 2016.

As a result, this means making the intensive football experience audible at our sound contact points."

Mr Dennis C. Thom

Head of Marketing
Borussia Dortmund

Reference quote

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Audio Branding

Pure audible emotions!

That's all that needs to be said about the new BVB sounds. They convey the passion and cohesion of a great team in an absolutely rousing way.

BVB 09 Sound Power - comevis
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In the fan worlds of BVB, the shop visit has been audibly redesigned by us into a live football experience since spring 2018.
comevis developed an interactive walkway for visitors and fans that transfers the audible stadium feeling into the shops.

BVB Instore Sound - comevis

Thanks to digital sensors and a few technical tricks, visitors are addressed individually and personally at different sound stations.


In the BVB shop, the following sound events can be experienced:


1. Welcoming: when a fan enters the shop, he is greeted by Nobby Dickel (BVB stadium announcer) via a sensor - just like at a home game.


2. Fan world atmosphere: If the fan now looks around the shop, he experiences an auditory impression as if he were a player on the football pitch at Signal Iduna Park. On match days, the atmosphere is enriched with soundtrack highlights of the most successful match moments.


3. Dressing room: When entering the dressing room, the fan is put in the emotional position of a real BVB player: Nobby Dickel motivates, for example, with a dressing room speech before the "game".


4. Individualisation of football shirt: if fans have a football shirt inscribed with the name and number of their favourite player, they will be called up in the original sound - just like the players at the team line-up in the stadium - as soon as their new football shirt is ready for pick-up.


What voice fits BVB better than the one of stadium announcer and former striker Nobby Dickel? He is simply the perfect voice for BVB and working with him is just fun.
In addition, we have found and used a great female voice for certain touchpoints.

comevis - borussia dortmund - akustische Markenführung - Soundbranding - Audio Voice - Nobby Dickel
BVB Service Design - comevis
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BVB Service Design I Spieltag - comevis
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Service experience

BVB also stands out with an individual acoustic service design in a class of its own.
On regular days, as well as on match days.

More Best Practices can be found here: