HSBC Launches New Sound Identity Composed by Jean-Michel Jarre
What does it take to foster a prosperous understanding of artistes ambassadorship with brands? Jean-Michel Jarre the name itself is a person but also an established brand name.
What does it take to foster a prosperous understanding of artistes ambassadorship with brands? Jean-Michel Jarre the name itself is a person but also an established brand name.
The marriage of these two brands in a new sound campaign with HSBC strikes the perfect way to distribute Jarre’s music worldwide – almost instantly.
At the start of 2018, HSBC launched a new global visual brand identity centered around its iconic hexagon, which is based on the company flag. As part of the campaign, it has teamed up with artiste Jean-Michel Jarre to create its new sound identity.
HSBC’s collaboration with Jean-Michel Jarre was conceived and delivered by global music marketing agency My Love Affair.
“…My music has always been about the future and in order to thrive in the 21st century, I truly believe we need to focus on the environment, education and technology. Once I understood their value to the HSBC brand, suddenly it seemed that we were speaking the same language,” said Jean-Michel Jarre.
Conceived and delivered by global music marketing agency My Love Affair, the campaign was named after the HSBC brand promise, ‘Together we thrive’ is a bespoke musical piece composed of seven different edits, that have been created to be relevant to the 66 markets.
A pioneer of electronic music who has sold over 80 million records, Jarre has created various versions of the sound identity to be used across multiple platforms.
Jarre’s longevity in the music business is a true testimony of fostering a long relationship and authenticity when presenting on behalf of a brand. “…My music has always been about the future and in order to thrive in the 21st century, I truly believe we need to focus on the environment, education and technology. Once I understood their value to the HSBC brand, suddenly it seemed that we were speaking the same language.”
At the age of 69, this multiple award winner performed at Coachella and thereafter released his studio compilation album Planet of Jarre-50 Years of Music and studio album Equinoxe Infinity in 2018.
In January 23, HSBC roled out its new sound identity via customers contacting call centres, bank’s marketing campaigns, at live events, in branches, on HSBC’s banking app and ATMs, and within global offices. So far, already 5 countries in Asia including China, Hong Kong, Singapore, Malaysia, and Indonesia have participated in this new campaign. Others include Canada, UK, France, Mexico, Bermuda and USA.
“Sound is an increasingly important part of brand building in a world where our audiences are busy and distracted….Having a distinctive sound which works alongside our visual branding and logo means we can be easily recognised wherever and however our customers interact with us,” said HSBC Global Head of Brand, Andrea Newman.
