Sound On: Mastercard Debuts Sonic Brand 11/02/2019 15(41

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Sound On: Mastercard Debuts Sonic Brand

Mastercard Melody to come to life at Mastercard Sensory Lab during GRAMMY® Week and in new U.S. ad
with Camila Cabello

Purchase, NY – February 8, 2019 – Setting a new tempo for brand expression, Mastercard debuts its sonic
brand identity, a comprehensive sound architecture that signifies the latest advancement for the brand.
Wherever consumers engage with Mastercard across the globe – be it physical, digital or voice
environments – the distinct and memorable Mastercard melody will provide simple, seamless familiarity. The
news comes on the heels of the company’s recent transition to a symbol brand and is part of its continued
brand transformation.

“Sound adds a powerful new dimension to our brand identity and a critical component to how people
recognize Mastercard today and in the future,” said Raja Rajamannar, chief marketing and communications
officer, Mastercard. “We set out an ambitious goal to produce the Mastercard melody in a way that’s distinct
and authentic, yet adaptable globally and across genres. It is important that our sonic brand not only
reinforces our presence, but also resonates seamlessly around the world.”

Global Resonance, Local Relevance

To ensure the Mastercard melody would resonate with people the world over, Mastercard tapped musicians,
artists and agencies from across the globe, including musical innovator Mike Shinoda of Linkin Park.

The result, a distinct and memorable melody with adaptations across genres and cultures, making it locally
relevant while maintaining a consistent global brand voice. In addition, the use of varying instruments and
tempos help to deliver the Mastercard melody in several unique styles such as operatic, cinematic and
playful as well as a number of regional interpretations.

The Mastercard melody is the foundation of the company’s sound architecture and will extend to many
assets, from musical scores, sound logos and ringtones, to hold music and point-of-sale acceptance
sounds.

“What I love most about the Mastercard melody, is just how flexible and adaptable it is across genres and
cultures,” said Mike Shinoda. “It’s great to see a big brand expressing themselves through music to
strengthen their connection with people.”

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A Digital Brand for a Digital Consumer

With voice shopping set to hit $40 billion by 2022[1], audio identities not only connect brands with
consumers on a new dimension, they are tools enabling consumers to shop, live, and pay in an increasingly
digital and mobile world.

“Audio makes people feel things, and that’s what makes it such a powerful medium for brands, said Matt +
Lieber, Cofounder and President, Gimlet. “With the explosion of podcasts, music streaming, and smart
speakers, an audio strategy is no longer a “nice-to-have” for brands – it’s a necessity. A sonic identity — the
audio calling card for a brand — is now just as important as a brand’s visual identity.”

Melody comes to life during GRAMMY Week®

In the lead up to the 61st GRAMMY Awards®, Mastercard will launch a new multi-channel marketing
program starring GRAMMY-nominated artist Camila Cabello, which will be the first creative output to feature
the brand’s sound logo.

“I am so excited to be partnering with Mastercard and being able to offer new opportunities to fans.” said
Cabello.

In addition, the company will showcase its new sonic brand at the Mastercard Sensory Lab at Fred Segal®,
a one-of-a-kind space filled with interactive experiences and exclusive merchandise from Joe Freshgoods
and KYLE that will engage visitors’ senses and bring the brand to life in an entirely new way.

“Fred Segal Sunset is Los Angeles’ premier destination for new and innovative retail experiences, which is
why we are thrilled to be the first retailer that will feature the new Mastercard sonic brand at the point of sale
in our store, “ said John Frierson, president, Fred Segal. “The Sensory Lab will be a uniquely fun and
engaging kickoff for the many things Fred Segal and Mastercard are collaborating on this year.”

At the Mastercard Sensory Lab visitors can:

Hear the new Mastercard transaction sound when they checkout at Fred Segal

Get a sneak peek of the new Priceless Cities skill for voice-enabled assistants

Shop exclusive merchandise by Joe Freshgoods x Super Duper Kyle, available for purchase only with
a Mastercard

Located at 8500 Sunset Boulevard in West Hollywood, The Mastercard Sensory Lab will be open at Fred
Segal on February 8 and 9 from 11 AM to 6 PM. Follow @Mastercard for more information.

Following the U.S. introduction, the Mastercard sound will head to The BRIT Awards in London and then
Mobile World Congress in Barcelona. Additional activations and sonic integrations will be announced
around the world in the coming months, including the launch of Mastercard’s first smart speaker skill for
priceless.com.

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To learn more about the evolution of the Mastercard brand and to hear the suite of sounds that make up the
Mastercard audio identity, please visit our Digital Press Kit.

About Mastercard

Mastercard (NYSE: MA), www.mastercard.com, is a technology company in the global payments

industry. Our global payments processing network connects consumers, financial institutions, merchants,
governments and businesses in more than 210 countries and territories. Mastercard products and solutions
make everyday commerce activities – such as shopping, traveling, running a business and managing
finances – easier, more secure and more efficient for everyone. Follow us on Twitter @MastercardNews,
join the discussion on the Beyond the Transaction Blog and subscribe for the latest news on
the Engagement Bureau.

Media Contacts:

Jennifer Stalzer Sarah Ely

Jennifer.stalzer@mastercard.com Sarah.Ely@mastercard.com

[1] https://techcrunch.com/2018/03/02/voice-shopping-estimated-to-hit-40-billion-across-u-s-and-u-k-by-
2022/

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