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

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

I should check these guidelines. I think it's important for me. Thanks for the info!

Juana Morales

IAB releases social media comment moderation guidelines

Read more

I didn't know about that. Thanks!

Jamison Herrmann

Twitter 'recap' helps you catch up with missed tweets

Read more

😂😂😂😂😂😂😂😂

Max Polding

What it takes to turnaround an iconic Australian brand

Read more

I spend a lot of time in my professional life as a provider of marketing solutions trying to persuade customers that CX, UX, UI and Custo...

sketharaman

Gartner VP: Why CMOs and CIOs must band together to make CX a discipline

Read more

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Latest Podcast

More podcasts

Sign in