Mastercard aims for conversational commerce with sonic brand launch

Payments provider debuts its own sonic branding just a month after dropping its name from its brand mark

Mastercard has followed up the decision to drop its name from its brand mark with a new sonic brand identity aimed at tapping into the growing audio-based nature of marketing and shopping.

The credit card giant described the sound architecture as a distinct and memorable melody aimed at seamlessly connecting with its wider brand identity globally. The melody has been developed in partnership with various musicians, artists and agencies globally, including Linkin Park’s Mike Shinoda, and has been created with adaptations that harness operatic, cinematic, playful and regional styles.

The core 8-bar melody is then being extended and adapted across a range of assets including musical scores, advertisements, sound logos, ringtones, hold music and point-of-sale sounds.

“Sound adds a powerful new dimension to our brand identity and a critical component to how people recognise Mastercard today and in the future,” Mastercard chief marketing and communications officer, Raja Rajamannar, said. “We set out an ambitious goal to produce the Mastercard melody in a way that’s distinct and authentic, yet adaptable globally and across genres. It is important our sonic brand not only reinforces our presence, but also resonates seamlessly around the world.”

To kickstart its audio presence, Mastercard launched a new marketing campaign in advance of the American Grammy Awards featuring nominated artist, Camila Cabello.

The company is also putting the audio centre stage at the Mastercard Sensory Lab at Fred Segal, an experiential US retail space that will be showcasing products from Joe Freshgoods and KYLE. For example, visitors will hear the transaction sound when they checkout, and while shopping for goods only available for purchase using a Mastercard credit card. Consumers will also be given a preview of Mastercard’s news ‘priceless cities’ skill for voice-activated devices, which is due for official release in coming months and ties to its digital rewards platform.

The company said it’ll then take the audio to the BRIT Awards in London followed by Mobile World Congress in Barcelona, Spain.

In its statement announcing the new audio identity, Mastercard noted research from OC&C Strategy Consultants, which expects conversational commerce to hit US$40 billion across the US and UK by 2022 thanks to the rise of smart speakers and voice-activated interaction.

News of the audio investment comes a little over a month after Mastercard opted to drop its name from its brand mark, choosing instead to have its interlocking red and yellow circles stand along on physical cards and on physical and digital collateral.

At the time, Rajamannar said the Mastercard Symbol was more iconic and powerful than any word would be, and having a symbol-only approach would allow it to better integrate all brand visualisation across digital and physical environments.

 

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Algorithms that can make sense of unstructured data is the future. It's great to see experts in the field getting together to discuss AI.

Sumit Takim

In pictures: Harnessing AI for customer engagement - CMO roundtable Melbourne

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in