Case History

The Sound of History

 

Situation

Dolby decided to “bring its brand to life” around two major milestones – its 40th anniversary and its IPO. While the Dolby brand is loved and respected around the world, it had not yet completely defined the full impact it had made on society. Dolby is an ultimate “ingredient brand,” with its worth being defined by the added value it brings to those products that incorporate its technology.


Objectives

  • Bring new definition to the Dolby brand and “move it up the sizzle scale”
  • Design an anniversary program that
  • Re-energizes its key entertainment product and services channels
  • Instills pride and builds affiliation among its global employee network
  • Support a successful initial public offering


Special Connections

  • We discovered that Dolby technology has played a role not only in supporting but in furthering some of the most important innovations in entertainment.
  • Dolby’s 8-track made Sargent Pepper possible; its SurroundSound™ enhanced StarWars
  • We worked with SFO Airport’s Museum Group to create 24 display cases that told the story of Dolby, getting the world’s leading entertainment brands to donate beloved memorabilia, placed side by side with the Dolby technology that made it possible.
  • We named the anniversary year – NOT – “the history of sound” – but rather – “The Sound of History” – and showed the world conclusively that our entertainment experience has been indelibly enriched by Dolby.
  • We drove this exciting new branding through a series of channel and employee gatherings around the world during the anniversary year.
  • We even brought the Dolby sizzle into the New York Stock Exchange on the day of its IPO – by ringing the famous bell in Dolby SurroundSound™.



Results

  • Millions of people around the globe learned about Dolby’s heritage through media and special events
  • More than 10 million people over 9 months visited the SFO exhibit, which still stands as “most popular ever”
  • Dolby had a highly successful IPO
  • Dolby’s sizzle as “The Sound of History” helped support its entry into new digital offerings