Science & Technology – Campaigns of the World

Mastercard’s sonic identity aims to give the brand a successful global identity

YWwV268TPqrxQUV5 — Wed, 10 Apr 2019 06:39:44 +0000

Mastercard is up to something really big. After removing its name from the intertwining circles logo in a bid to gain recognition as a ‘symbols brand’, Mastercard is ready with a new ‘sonic identity. After hearing its range of musical refrains, we have a feeling that this catchy tune has a potential to seep into people’s brains as an earworm and make Mastercard remembered for its modernised sonic identity just like Intel and Windows.

But why does Mastercard want to be perceived as a sonic identity? After a rigorous probe by our team at Campaigns of The World, it led to an interesting insight. Mastercard understands the importance of being identified and remembered in this realm where payment transactions have become extremely seamless. If there is no brand recall value to the enabler brand then it risks becoming unidentified and forgotten. Hence, through its new sonic identity, Mastercard wants to be recognised as the enabler brand and remembered whenever transactions happen at point-of-sales devices.

Mastercard also hired Mike Shinoda of Linkin Park as a music innovator to ensure that the melody chimes with the masses instantly. Mastercard also intends to use this sonic footprint as a means to stay ahead in the game of impending conversational commerce; which is nothing but purchasing through voice-enabled platforms like Amazon’s Alexa or Apple’s Siri. “You don’t just see our brand, you hear it as well,” says Rustom Dastoor, Mastercard’s SVP of marketing and communications for Asia Pacific.

Mastercard Debuts Sonic Brand

Lessons from Mastercard on how to create a sonic brand identity

Tags:
Mastercard News, Mastercard sonic brand identity, Mastercard Sonic Logo, Science & Technology, Grammy Awards, sonic brand identity, Mastercard New Logo, Tech, Mastercard Sensory Lab, Best Innovative Campaigns, innovative technology ideas, best technology campaigns, Mike Shinoda, voice-enabled campaign, Alexa, Siri

Huawei: Touch Made Powerful

YWwV268TPqrxQUV5 — Thu, 18 Feb 2016 04:38:53 +0000

Touch is a powerful language. And with Huawei Mate S, finally there’s a phone that truly speaks it well.
While the campaign showcases the next generation of interactive touch technology, it emphasizes how touch is much more than a novel way you can operate a smartphone.

Touch Made Powerful: Shark Dancer

Touch Made Powerful: A Painter’s Story

Learn more about the Mate S here

Credits:
Campaign: Touch Made Powerful
Brand: Huawei
Global Team Leader – TEAMHW: Anthony Wong
Chief Creative Officer: Graham Fink
Executive Creative Director: Juggi Ramakrishnan

adidas Case Study: The Full Value of Mobile

YWwV268TPqrxQUV5 — Fri, 12 Feb 2016 04:03:52 +0000

Adidas worked with its agency iProspect to leverage mobile’s power to reach on-the-go customers. They recognized that in order to build an effective mobile presence, they had to pivot their thinking to understand how mobile drives value beyond mobile commerce, particularly in-store sales.

Read More on “Adidas Case Study: The Full Value of Mobile”