Striking the right note:
Why brands are sounding the same during the Corona-crisis
Close your eyes and listen – if you’ve had commercial TV on in the background or the radio during your daily lockdown routine, you may have found yourself listening to the brand soundtrack to the Coronavirus crisis.
Over the past two months, brands such as Uber and Samsung have adapted their advertising efforts to the current COVID-19 situation. The most common elements of Coronavirus soundtrack include soft piano music, voice-overs that invoke “these uncertain times,” and dulcet tones conveying the brands’ promises.
It’s amazing how similar the music and tonality is within a huge array of commercials - a point picked up in this YouTube montage of recent advertising by “MicrosoftSam”.
Click on the video to hear some of the examples.
There are specific types of music that establish seriousness and show that a brand is taking a stand. Research shows that the use of emotional Piano-String-Ensembles
evokes feelings like grief, empathy, and caring. Ergo, everybody taps into the same
genre of music.
Does this matter? Well, as brands want to strike the right tone, they risk low engagement if they fail to stand out.
By leveraging a Sonic DNA based approach, Mastercard has created music that is culturally appropriate in style, but at the same time still features its iconic set of melodies.Mastercard has embraced a holistic sonic identity and managed to implement it across a variety of touch points, making it a central element of their multi-sensory marketing strategy.
"As we move away from screens and linear television viewing and interactive voice technologies become a bigger part of our everyday lives, designing audio brand strategies that can be woven, just like visual ones into every consumer touchpoint, whether service interaction or marketing execution makes increasing sense."
Michele Arnese, CEO & Founder of amp