Singapore – amp, the global sonic branding agency within the Landor group, has appointed Reiner Erlings as managing director for APAC and the Middle East, a strategic move to expand the agency’s footprint and drive innovative sonic branding solutions across these high-growth markets.
Erlings’ leadership and expertise will empower amp to leverage the rapid digital transformation in the Asia-Pacific market, where demand for impactful and memorable brand experiences is on the rise.
With over 18 years of experience in the Middle East, Erlings is a recognized expert in sonic branding and composition. Known for crafting memorable sonic identities, his work spans sectors from airlines and government to banking and entertainment. His deep knowledge of regional music trends and sonic strategy brings a unique perspective that connects with local audiences while meeting global standards.
Erlings brings with him over 18 years of experience in the Middle East. He is renowned for his expertise in sonic branding and composition. As a specialist in creating memorable sonic identities, his contributions to brand identity are recognized across sectors, from national airlines to government, to banks and entertainment. His deep understanding of regional music trends and sonic strategy offers a unique perspective that resonates with local audiences while aligning with global standards.
“We are thrilled to have Reiner onboard as we continue our sonic efforts together in the APAC and the Middle East. Reiner’s deep experience and visionary approach to sonic branding are unparalleled, especially in markets where culture and tradition are integral to brand identity,” said Michele Arnese, founder and global CEO of amp.
“His understanding of regional nuances, combined with our global sonic expertise, will deliver transformative brand experiences for our clients in the Middle East and APAC,” Arnese added.
Meanwhile, Lulu Raghavan, president of APAC at Landor, commented, “As it gets more and more difficult to stand out in any category, brands will increasingly turn to multisensorial branding as a key differentiator to build strong brand identities. I’m very excited that our clients in APAC can now access world class sonic branding solutions through the expertise of Reiner and his talented team at amp.”
Jakarta, Indonesia – If you ever get the chance to travel into the North-South Line of the Jakarta MRT line in Indonesia, chances are you get to pass through the Senayan Mastercard station–rebranded in 2023 as part of a strategic partnership between Mastercard and MRT Jakarta to enhance transit experiences. As part of the partnership, the Senayan MRT station rebranded and also featured convenient cashless top-ups and purchases of MRT cards at the station.
But one of the key highlights of this partnership is how its iconic soundbite–the Mastercard “Acceptance” track–is now also featured on the Jakarta MRT station and plays once the Senayan Mastercard station is announced as the next stop. In recent months, many local and even international travellers have found the soundbite being converted into a short and cute dance, which has garnered significant attention across Indonesian social media over the past few months.
So what makes this Mastercard-MRT Jakarta partnership truly resonate beyond the power of sonic branding? For that, MARKETECH APAC spoke with Dheeraj Raina, VP and Head of Integrated Marketing and Communications, Southeast Asia, Mastercard to discuss the beauty behind this branded MRT station, and what the partnership holds to improve urban mobility across Jakarta.
“The sound of trust, speed, and peace of mind”
For Dheeraj, the Mastercard sonic branding–first released in 2019 and conceptualised by BrandMusiq–evokes the sound of trust, speed, and peace of mind. For him, as the world becomes ever more connected and always on, the way people interact, transact and live is constantly changing, and the benchmarks for consumer expectations are at an all-time high.
“Sound has the power to connect people’s hearts and minds to create lasting associations. In this context, we have the opportunity to leverage the science of sonic branding to give people the experience that they’re looking for,” he explained.
Speaking about the sonic branding at the Senayan Mastercard station, he states that it is not only distinctive but also enhances the overall commuting experience. He also quips that through online conversations, many passengers find the tune “so extra,” fun, and entertaining, which transforms routine travel into a more enjoyable and memorable experience.
“This uplifting emotional response makes the daily commute feel less monotonous and a little more fun, thereby deepening the connection between the Mastercard brand and commuters. Mastercard’s activation in the MRT Jakarta demonstrates how the sonic tune can capture attention and evoke positive emotions, thereby cutting through the noise and ultimately enhancing the brand’s presence and impact in a busy urban environment – so much so that it became viral, organically, on TikTok,” he added.
Why Mastercard invests heavily in sonic branding
Mastercard’s investment to sonic branding has been evident in its campaigns and initiatives throughout the years. In 2022, the company released “Priceless,” the brand’s first-ever music album produced alongside Timbaland during the Cannes Lions 2022 Festival. Earlier this year, Mastercard teamed up with Westpac to produce and release “Touch,” Australia’s first feature-length motion picture without pictures, aimed at embracing an inclusive cinematic experience through sound.
And for Dheeraj, they believe that voice is the new frontier in omnichannel marketing, as demand from consumers for innovative, engaging experiences has led businesses to seek new and interesting ways to use brand identity across consumer touchpoints to continuously capture their attention.
“Beyond visual assets such as brand logos, motion and sound also play a role, making branding both dynamic and multisensory. People can connect with sound, music and voice in incredibly powerful ways. Music, specifically, can create a strong memory and a powerful emotional connection,” he explains.
In the case of the Mastercard sonic branding, Dheeraj notes that the company’s sonic branding evokes a positive and uplifting tune that has a consistent presence wherever and whenever consumers encounter Mastercard — from their advertising to consumers’ point-of-sale and checkout experiences.
“Wherever it appears, it evokes the emotion of trust that consumers already have in Mastercard. Sonic branding is one aspect of Mastercard’s multisensory marketing approach which taps into people’s sense of smell with world-class fragrances, hearing with our sonic brand identity, and taste through our diverse culinary partnerships around the world,” he said.
Dheeraj further added, “This approach leverages the various senses to create more engaging and impactful brand experiences, and enables us to engage consumers in ways that resonate deeply, fostering a lasting connection with the brand.”
What’s next for the Mastercard-MRT Jakarta partnership?
For Dheeraj, the Mastercard’s partnership with MRT Jakarta goes beyond branding – it is part of their strategic commitment to enhance urban mobility and improve the overall transit experience for commuters, while also uncovering new ways for transit and mobility operators to increase efficiencies.
“This partnership marks the first use case for card acceptance for transit in Indonesia. We are really pleased that our partnership with MRT Jakarta has been able to provide Jakarta’s commuters with cashless payment options that give them greater convenience and flexibility in their daily commutes, while supporting MRT Jakarta in reducing operational costs and increasing efficiencies, ultimately contributing to a smoother, more efficient transit system in Indonesia,” he explained.
The partnership between Mastercard and MRT Jakarta for the “Senayan Mastercard” station began in December 2023
It is worth noting that through the partnership, commuters are able to top up MRT cards at manned counters within MRT stations using Mastercard debit cards. In addition, consumers also have the option to purchase MRT tickets through the MyMRTJ app using Mastercard credit cards, marking the first credit card acceptance on this app. All Mastercard cards can also be used to purchase MRT cards at station counters.
When asked about what’s next for the partnership, he added, “We have some exciting developments in the pipeline for Mastercard’s campaigns in Indonesia, particularly at our branded MRT station. We are focused on enhancing the commuter experience with more seamless payment options and engaging initiatives. Stay tuned for our upcoming campaign which promises to bring fun and innovation to Jakarta’s commuters.”
Sonic branding has emerged as a pivotal element in enhancing travel experiences, significantly amplifying the emotional and sensory dimensions of a journey. Through carefully crafted auditory cues, travel brands can evoke a sense of place, nostalgia, and comfort, creating a deeper connection with travellers. In the case of Mastercard’s branding at the branded Senayan Mastercard station, the sonic branding became an integral part of the overall rail experience for travellers–even amusing for some to do a cute little dance trend online.
Ho Chi Minh City, Vietnam – In the midst of brands ramping up their sonic branding, Vietnam Airlines is also on its way to innovating its brand and marketing efforts through a refreshing music video of its theme song ‘Hurry up!’, which dropped through a one-of-a-kind launch.
In partnership with entertainment company, SpaceSpeakers, the new MV was performed by pop artists Touliver, SOOBIN, Binz, Rhymastic, and SlimV which was officially unveiled right on the flight between Ho Chi Minh City and Hanoi, on the morning of July 11, with 300 passengers onboarded.
On the ‘special flight’, the artists performed the song ‘Hurry up!’, with the event spruced up with more exciting activities in-flight such as lucky passengers receiving a special gift of a pair of round-trip tickets from the airline.
The MV was simultaneously launched on online music platforms on the evening of July 11. Moving forward, the melody of the song ‘Hurry up!’ will be broadcast on more than 400 flights of Vietnam Airlines every day at the time of landing.
The partnership said the new music product shows the transformation of Vietnam Airlines with the goal of ‘brand rejuvenation’ to reach more customer segments while preserving traditional cultural values.
More and more brands are recognising the role of sonic branding in their branding identity. This can be seen in other markets such as the Philippines, with consumer finance company Home Credit, releasing its new brand song similarly performed by a top music artist. On the global scene, on the other hand, Mastercard has recently unveiled its first-ever music album as part of its sonic brand journey.
Sydney, Australia – Sonic branding has been one of most unique facets within the advertising space. Brands that use this aim to create a sensory experience for their customers to feel more connected to the brand. But what if that sonic branding is not only made for awareness of the brand but also towards a social awareness movement?
Enter the latest audio logo from Australian Ethical, a superannuation fund that works for social change through smart investment. Their latest audio logo campaign aims to encourage Australians to look at how they can use their money to change the world, hence investing ethically.
The audio logo is conceptualized and composed by the team at The Studio at SCA, SCA’s commercial creative services division. The song itself takes direct inspiration from the sound whales make in their marine ecosystem.
The release of the audio logo coincides with the UN Climate Change Conference, recently held in Glasgow, with a focus on tackling climate change worldwide.
Josey Hasrouny, brand campaign manager at Australian Ethical, said, “This campaign was extremely important to us – we felt the need to educate Australians and open their eyes to where their money is invested right now. We’re excited to partner with SCA to develop a unique audio logo made entirely from whale song that really aligns with our values and provides us with an even more distinctive brand.”
Meanwhile, Matt Dickson, national head of creativity for The Studios at SCA, commented, “It wasn’t enough to tell people about Australian Ethical and the good that they do. We wanted the campaign itself to do good as well. The best way to do that was to make sure all royalties earned from the music playing were donated to ocean conservation charities.
Dickson also added that every time the ad plays, the whales get ‘paid’, a metaphorical way of saying of helping save the environment. “The best advertising ideas show, rather than tell, and we’re very proud that this audio campaign leads by example,” he noted.
Thom Wood, creative director and composer at The Studio at SCA Sydney, said, “Australian Ethical’s purpose is to keep people focused on the future of our planet. It made absolute sense to use whale song as a musical device to not only help people remember the campaign, but to keep it environmentally focused as well.”
He further explained, “Showing people how beautiful a whale can sound is a great way to do that. Realizing that the entire music bed could be created from samples of whale song was a revelation.”
The song is up for streaming on SoundCloud.
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