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How a multisensory mailing ensures response successes

Michelin made itself heard with a rich race car sound during the pandemic

Agency RMG Connect relied on repeated collaboration with Audio Logo to develop an acoustic map for client Michelin. Arno Hoffmann, Management Supervisor at RMG Connect, reports on the successful case in the Emotions-in-Print blog.

What does RMG Connect specialize in?

Arno Hoffmann: RMG stands for Relationship Marketing Group. As a communications agency with a focus on dialog, we establish, strengthen and deepen profitable relationships between brands and people, products and customers, and companies and employees. RMG develops integrated campaigns, programs and solutions and implements them from planning to creative implementation and production management. Our clients include brands such as American Express, Creditplus-Bank, Gruner + Jahr, Mercedes-Benz, Michelin and Stiftung Warentest. Since 2019, we are part of the agency network Wunderman-Thompson, one of the leading brand and customer experience agencies worldwide.

What all does your mandate for the client Michelin entail?

For Michelin, we redesigned the Michelin Xperts customer engagement and training program. It is aimed at selected professionals in the tire trade. The program content for further training and information transfer supports Michelin’s quality strategy for employees and branch or management. Depending on the motive and expectations of the participants, we realize an individual target group approach. At the heart of the loyalty program is a website from which participants can access all tools. Other innovative motivation levers pick up tire dealers and their employees directly in their world and place Michelin at completely new touchpoints: With the “Xperts-Duell” app, we impart knowledge in a playful way, and by means of innovative and attention-grabbing mailings, we activate participants as part of cross-media communication in interaction with digital media.

For the current task, a folding sound card that invites people to take part in a web race on the Michelin website, we once again came across Audio Logo. Both the price and the quick and friendly responses to our inquiries have persuaded us to realize the project with Audio Logo.



What should the card “be able to do”?

It was crucial for us to produce a mailing that was out of the ordinary, that caught the recipients’ attention beyond the first impression, and that paid attention to the campaign idea. The idea was to activate program participants for a game on the website (web race). The main prize was a VIP ticket for the 24-hour race at the Nürburgring. By integrating the “start button” and playing a race car sound, we were able to beautifully integrate the idea and the campaign environment into the mailing. In addition, we achieved a long-term effect, because the mailing is picked up again and again after the first opening by means of a playful element. And in terms of quality and high value, flawless print production and a correspondingly realistic sound reproduction were particularly important to us.


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