Maybank drops catchy sonic branding to humanise brand

Maybank Malaysia has refreshed its sonic branding, moving away from a more corporate sounding tune to one that is catchy and has a young and fun vibe. The new jingle, which appears at the end of its video assets, is accompanied by a vibrant graphic featuring a high five gesture that morphs into the shape of an orange globe before making way for Maybank's logo. Compared to its previous jingle which is about six seconds long, the latest one has been shortened to about three seconds, allowing for better recall. A+M understands that the new jingle is meant to humanise the brand, which is also in line with Maybank's mission of humanising financial services.

New jingle

Old jingle

The new jingle was done in collaboration with integrated creative agency Dreamteam, which has been working with the Group for over a decade on creative and digital duties. A+M understands that Dreamteam was appointed to handle the new sonic branding following a pitch held in the first quarter of this year. Maybank declined to comment on A+M's queries.

Present in Malaysia and Singapore, Dreamteam was founded by Chong Yen Kai who has 17 years of experience in the creative industry, having served small SME to MNCs. According to Dreamteam's website, the agency places upon itself the responsibility of spreading the "ABCDE" energy to businesses. "ABCDE" represents attract attention, bold branding, consumer connection, design desire, and extraordinary experience. Aside from Maybank, other brands have also jumped on the sonic branding hype, including PETRONAS, Singapore Airlines, Julie's Biscuits, Visa, Mastercard, Netflix, and OPPO.

Separately, Maybank selected The Clan as its lead creative agency for 12 months for the app MAE by Maybank2U last June, as a result of its familiarity with go-to-market campaigns for digital and financial brands. Months later, The Clan's creative idea and familiarity with the Maybank brand also helped it bag a Hari Raya campaign for the app in 2021.

Photo courtesy: 123RF

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