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.
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.