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
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.