The Sound of Siemens Home
Challenge
Siemens Home Appliances (BSH) had no unified sound. Across campaigns, markets and touchpoints, music decisions were made ad hoc, one-off tracks with no connective tissue. A global premium brand was communicating in sonic fragments. The brief: build a structured sonic architecture that could scale across 190 markets, express Siemens' precision and humanity, and outlast any single campaign.
Approach
The SIEMENS Sonic System, a structured music architecture where every letter encodes a sonic principle. SIE defines Siemens' identity: Signature melody, Intelligent motion, Emotional depth. MENS defines how it behaves in the world: Motion, Empathy, Nuance, Stability. One framework. Flexible across every platform, every market, every format.
Sonic Logo
mDNA Track
Solution
mDNA Track deployed across Siemens Home Appliances campaign films globally. Sonic system activated across pan-European campaign touchpoints. In-store audio environments powered by the SIEMENS framework across flagship retail. China and Turkey adaptations delivering culturally adjusted expressions while preserving the core mnemonic contour.
"What impressed us most was that EightSix thought in systems, not assets. They understood Siemens at a brand architecture level and built something that could scale across 190 markets without losing its identity. The SIE-MENS framework has become part of how we think about the brand."
Christin Schillo
CoE Social Media, ATL, BSH BSP-XS
RESULTS
The SIEMENS Sonic System is now active across 190 markets, deployed across brand films, pan-European campaign touchpoints, flagship retail environments, and short-form social and digital placements. Market-specific adaptations for China and Turkey were delivered while preserving the core mnemonic contour. The engagement resulted in making EightSix the preferred sonic partner for Siemens Home Appliances & the BSH group on an ongoing governance and development model.
190
Markets
1
Global Sonic System
25%
Consumer Uplift