Are they Smoking Something at Mastercard HQ?
In his latest B&T column, industry hornet prodder, Robert Strohefldt, casts his eye over Mastercard’s new “sonic branding” and says, as much as he loves an ad jingle, it probably wasn’t worth the considerable effort…
Mastercard’s CMO said he was asked if he was “smoking something” in response to the new “sonic branding” they have just launched. After hearing the “sonic branding”, I wondered the same.
I have been a big fan of Mastercard’s marketing and advertising for some time. Their “Priceless” campaign will go down as one of the greats. And that they can just now use the overlapping Orange and Red circles for their logo, minus the name and people know who it is, is a testament to the strength of their advertising/branding to date.
But this “sonic branding” is something else entirely. They do not use the term jingle, though it is music i.e. a jingle. And as such it is not heard in isolation, but in competition for appeal and recall against all other music and jingles.
The story in Marketing Week says it took “two years and a big investment in terms of both time and effort to develop”.
Seriously? Two bloody years to create a piece of “elevator music”. Surely most people have heard the song Layla by Eric Clapton? (The “unplugged” version was the one which received most recent airplay). Layla is the name of a song and the double album it is on, which took three weeks. Listen to the original and the piano, with Clapton’s guitar squealing underneath and compare this to the “sonic branding” that took two years (which has a shitload* of synthesiser on it – *musical term).
There is nothing unpleasant about it on first hearing, but after if it was played with the frequency suggested, most would say “turn that f…ing noise off” and therein lies the problem. According to Marketing Week.
“A melody that will play wherever the Mastercard brand shows up whether that is in advertising, sponsorship or when customers make a transaction.”
The rationale for the initiative at first seems sound – consumers’ increasing use of voice assistants and smart speakers where there is no visual real estate. (Hang on, isn’t that what radio has, which has been with us for quite some time?).
But for a piece of music, oops “sonic branding” to hit you with such frequency, bland elevator music is just not going to cut it.
Many times, I have seen people who are great art directors/designers, writers, marketers etc. get into a music production studio and think that because they are “creative”, these skills transfer to music.
It is one thing to say, “we need a great melody”, another entirely to create one. Not many working in the industry today were around when Mo and Jo were in their prime. They had a knack of pumping out jingles, nothing complex that a classical music critic would even rate, but jingles that people not only liked, but recalled.
Many years ago, I was in a pub in Milson’s Point, long since demolished and one guy with a guitar entertained a packed Friday evening crowd, all pretty drunk, as most had come for after work drinks. He did a whole set of Mo Jo jingles, changing the words to make them risqué. I watched in amazement (and admiration for Mo & Jo) that the crowd knew the songs/jingles and sang along loudly – Come on Aussie, You Ought to be Congratulated, A Week Without the Weekly, I Feel Like a Toohey’s etc.
“Jingoism” it was referred to in a cynical way by the toffs, but there was no denying the jingle, err sonic branding did the job it was intended. Their impact on sales was just as dramatic. (Toohey’s at one stage had around seven per cnt of the packaged beer market in NSW. After the launch of “I Feel Like a Toohey’s”, and some own goals by Tooths, this climbed to around 47 per cent.)
Advertising is often over rated in what it can achieve and though I sound like a heretic, it is the weakest of the 4Ps. But even so, a great campaign can achieve great results.
I am not privy to how this “sonic branding” was developed and whether it was tested and if so, how.
A brand a big as Mastercard could have gone all out and commissioned some great song writers to develop melodies for them. (And great musicians to play on them). The song doesn’t seem to have allowed for a cut down (the rational also mentioned shorter and shorter formats were now required), that would result in a “sting” – a few signature bars that can be used on their own at the end of a piece of communication as a branding sign off.
In comparison to everything else Mastercard has done with their marketing and advertising, this “sonic branding” seems so out of place.
Even the name. Come on, jingles and music stings/signoffs are as old as electronic advertising. I don’t think, what can be best described as elevator music, is in keeping with what one would expect from Mastercard. The only thing new and somewhat intriguing about it, is the name. But before self- service petrol stations, the people who put the fuel into your car could call themselves “petroleum movement engineers”. An exciting sounding name for a job that was as boring as batshit.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.