Sound On: Mastercard Debuts Sonic Brand - GADGETS & INNOVATIONS


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Friday, February 8, 2019

Sound On: Mastercard Debuts Sonic Brand

Mastercard Melody to come to life at Mastercard Sensory Lab during GRAMMY Week and in new U.S. ad with Camila Cabello

Setting a new tempo for Brand expression, Mastercard debuts its Sonic Brand identity, a comprehensive sound architecture that signifies the latest advancement for the brand. Wherever consumers engage with Mastercard across the globe - be it physical, digital or voice environments - the distinct and memorable Mastercard melody will provide simple, seamless familiarity. The news comes on the heels of the company’s recent transition to a symbol brand and is part of its continued brand transformation.

Global Resonance, Local Relevance
To ensure the Mastercard melody would resonate with people the world over, Mastercard tapped musicians, artists and agencies from across the globe, including musical innovator Mike Shinoda of Linkin Park.

The Mastercard melody is the foundation of the company’s sound architecture and will extend to many assets, from musical scores, sound logos and ringtones, to hold music and point-of-sale acceptance

The result, a distinct and memorable melody with adaptations across genres and cultures, making it locally relevant while maintaining a consistent global brand voice. In addition, the use of varying instruments and tempos help to deliver the Mastercard melody in several unique styles such as operatic, cinematic and playful as well as a number of regional interpretations.

A Digital Brand For A Digital Consumer
With voice shopping set to hit $40 billion by 2022, audio identities not only connect brands with consumers on a new dimension, they are tools enabling consumers to shop, live, and pay in an increasingly digital and mobile world.   

Melody Comes To Life During GRAMMY Week
In the lead up to the 61st GRAMMY Awards, Mastercard will launch a new multi-channel marketing program starring GRAMMY-nominated artist Camila Cabello, which will be the first creative output to feature the brand’s sound logo.

In addition, the company will showcase its new sonic brand at the Mastercard Sensory Lab at Fred Segal, a one-of-a-kind space filled with interactive experiences and exclusive merchandise from Joe Freshgoods and KYLE that will engage visitors’ senses and bring the brand to life in an entirely new way.

At The Mastercard Sensory Lab Visitors Can
-Hear the new Mastercard transaction sound when they checkout at Fred Segal
-Get a sneak peek of the new Priceless Cities skill for voice-enabled assistants

-Shop exclusive merchandise by Joe Freshgoods x Super Duper Kyle, available for purchase only with a Mastercard

Located at 8500 Sunset Boulevard in West Hollywood, The Mastercard Sensory Lab will be open at Fred Segal on February 8 and 9 from 11 AM to 6 PM.

Following the U.S. introduction, the Mastercard sound will head to The BRIT Awards in London and then Mobile World Congress in Barcelona.  Additional activations and sonic integrations will be announced around the world in the coming months, including the launch of Mastercard’s first smart speaker skill for

New Delhi, Delhi, India

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