Mastercard: Sonic Melody

Mastercard, a financial-services corporation, launched its sonic melody worldwide and improved brand recall and customer experience.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact

With voice commerce set to hit $40bn by 2021, 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. Setting a new tempo for brand expression, Mastercard launched its sonic brand identity in 2019 – a comprehensive sonic 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...

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