A very interesting case showing the importance of a sonic branding and brand tune based on the example of Mastercard. The global payment card giant was looking for a jingle that would be customized for 210 countries, for every buying situation – and it took them 2 years to find it.

The article published in Fortune discusses the significance of sonic advertising based on the recent stats that show at least 40% of Americans own smart speakers and shop and search online using voice technology.

The concept is by no means new to the advertising world, but recent months have brought it back as a topic of heated discussions between marketers, exploring the completely new opportunities the latest technology has opened in this realm.

To see how Mastercard found the right tune, how they’re using it, and what results they’re getting, read the full article