In today’s world where there are ever increasing ways to connect with customers on a visual and sonic level, it’s never been more important to have a consistent sound identity.

After solving the issue of visual brand fragmentation with a refreshed identity, HSBC needed to complete this holistic journey by creating a Global sound identity that would work across multiple businesses, markets, channels, languages and customer and colleague touchpoints.

The ambition was to create a Global sound identity that would become the sound of prosperity and embody the brand’s motto “Together We Thrive”, locking up all the audio and visual communications with consistency.

A sonic branding that will:

- Be Universal, not International, by transcending frontiers and cultures.

- Work across all channels and touch points from advertising, events and digital platforms to Branch environments, Customer Contact Centres and voice-activated services.

- Talk to all audiences: Customers, prospects and internal

To design the ‘Sound of Prosperity’ HSBC partnered with a pioneer of electronic music Jean-Michel Jarre who has sold over 80 million records during a career over 50 years: a Global icon for a Global brand, a creative innovator for a brand shaping the future of banking.

The composer of the Sound of HSBC had to take into account the musical differences across 66 markets to design a sonic universe that would create an emotional link with its audience worldwide.

Jean-Michel Jarre is a worldwide and transgenerational icon with a strong relationship with Asia, being the first occidental artist to play in the Forbidden City. He has a holistic creative vision with innovative technology, sound and visuals intricately linked.

He's also been the UNESCO Ambassador for the key UN project “Water for Life” for 20 years, which compliments HSBC’s work with charity WaterAid.

Jean-Michel Jarre has created ‘Together we thrive’ a bespoke musical piece composed of seven different edits, relevant to HSBC’s 66 markets and transcending languages and cultures.

A universe of sound creating a holistic sound identity consisting of:

- One sound signature – the core sound that provides an anchor; an expression of the main musical theme that will be used at the end of all marketing communications.

- A bespoke musical piece consisting of 7 tracks, to suit a wide range of experiences for customers and employees.

- A sound board that knits together the customer experience across touch points, from voice-activated devices to mobile apps and ATMs.

On the 23rd of January 2019 HSBC launched the new sound identity, encompassing the sound signature, tracks and soundboard, across key customer touch points starting with Contact Centres in Argentina, Bermuda, Canada, China, France, Hong Kong, Indonesia, Malaysia, Mexico, Singapore, UK and USA.

Mid-March 2019, 14 advertising campaigns have launched using the Sound of HSBC. There are 32 video ads (across Television, Online and social media channels) and 9 radio ads planned during 2019, across 66 markets, with many more in the pipeline.

The sound universe is being rolled out across all HSBC markets, businesses and functions in the coming months, through a number of channels including:

- Marketing Communications: TV, Public Radio, online ads, external trade conferences

- Internal events and sponsorship events such as the World Rugby Sevens, Badminton World Federation and Golf.

- Digital channels: Online, Apps, Contact Centres, Office telephone systems

- Physical channels: Branches, announcement

The Sound of HSBC was launched with a Global PR campaign targeting marketing trade media, music and culture and Social Media announcements on Jean-Michel Jarre and HSBC channels aggregating more than 1.4M Video Views.

The Social Media response has been extremely positive with a great reception from clients, internal audiences and fans of Jean-Michel Jarre alike.

The results of the social media campaign include:

- 90% positive sentiment

- 291,961 Video Completions – 130% more completed video views than planned.

More than 39m Customers and 235K employees in 66 markets will hear the new Sound of HSBC in a variety of ways in the coming months.