A-MNEMONIC Develops Sonic Branding for Santander International Transfer Service PagoFX

Santander’s launch campaign for its new international transfer service PagoFX, looks at some of the different ways the brand can help people send money abroad. Quickly, securely and at low cost. From expats supporting loved ones back home to small businesses trading across borders, each of the seven films represents a real-life scenario for their customers.

A-MNEMONIC were brought in to develop the Music Branding and Sonic Logo, to be used across all the PagoFX content - TV, Radio, Online, Events and Applications across the brand touchpoints. 

PagoFX developed the campaign along with their creative partners in the London office of Gravity Global and Madrid-based Harold Entertainment. The Campaign featured seven films, created to key off the emotional stories that are part of lives lived across borders. 

A-MNEMONIC were briefed to create the PagoFX music theme, adaptable enough to be featured across seven different films. A music score for each that helped portray the stories of each character. It should also feature unique and recognisable PagoFX Sonic Logo to convey the ‘ease of transfer.’

With the holiday season on the way, and lockdown measures yet to ease, some of the films have taken on an added poignancy – such as the story of Ania, whose hard work and sacrifice allows her to support her mother and young daughter in Poland.

PagoFX CMO Victoria Yasinetskaya further comments: “I’m proud of how the whole team came together to deliver this project, with the kind of resilience and resourcefulness that many of our customers have also shown during this pandemic. The results speak for themselves and are a real testament to everyone’s hard work and commitment.”

Rob Dunham producer at A-MNEMONIC said: “Logistically it was quite a challenge - we had to get the sonic logo approved first, making sure the clients were all on board. We then reverse engineered all the scores. Each score had to be emotionally and orchestrally different,  yet would feature the PagoFx sonic logo embedded in each one.”