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MITA: The Sticker Pack That Made Banking Feel Like Chatting with a Friend
You know, it’s not every day that a major bank like Bank Mandiri dives into the world of chat stickers, but that’s exactly what they did! They introduced us to MITA, which is short for Mandiri Intelligent Assistant. She’s not just a cute character; she’s their 24/7 AI chatbot designed to help you with all your banking questions on apps like WhatsApp and LINE. To get everyone acquainted with their super-helpful virtual assistant, Bank Mandiri released this adorable sticker set. The whole idea was to make banking feel less formal and more like chatting with a pal. And the best part? They were totally free for a limited time, back in 2018, just for friending the bank’s official account. It was a pretty clever way to put a friendly, approachable face to their digital services, don’t you think?
Hi there! This is MITA, your Mandiri Intelligence Assistant. Ask me for more information about Bank Mandiri any time! Friend Bank Mandiri’s official account to get this set for free. Available till November 7, 2018.
- Title : MITA
- Price : Free
- Type : Static
- Region : Indonesia
- Link : line://shop/detail/12564
- Publisher : Bank Mandiri
- Copyright : Bank Mandiri
A Closer Look at MITA’s Many Moods
This sticker pack is basically a perfect slice of everyday life, all featuring our star, MITA. She’s styled with short, neat black hair and is almost always wearing her signature professional-yet-chic blue blazer over a cream-colored top. The collection is designed to cover a whole range of daily conversations and emotions.
From Greetings to Good Times
The first row kicks things off with the basics. You’ve got MITA giving a friendly wave with a cheerful “Hai!” (Hi!). Next to that, she’s encouraging good financial habits, holding up a bank card with the phrase “nabung yuk!” which means “let’s save!”. Then, she’s ready for a break, holding a mug and suggesting “ngopi!” or “let’s get coffee!”. The row finishes with a festive touch: MITA and a male friend, both in party hats, are celebrating with a pink birthday cake and a big HAPPY BIRTHDAY message. It immediately sets a tone that’s both responsible and fun.
The second row is all about being out and about. MITA winks playfully, pointing a finger with her sunglasses pushed up on her head, saying “jalan yuk!” (let’s go out!). Then we see a cute snapshot of her and her friend in a car, clearly on their way somewhere fun. In the next sticker, she’s juggling shopping bags and a drink, waving happily. The last one on this row is super useful, showing her holding a credit card next to a big orange sign that screams 50% off, accompanied by the text “ada promo nih” (there’s a promo!).
Covering All the Emotions
Things get a bit more expressive in the third row. First, MITA has her arms crossed, looking thoroughly unimpressed with a “kzl!” (a slang term for being annoyed). Right after, she’s got her hands up in a classic shrug, with the text “B aja deh…” which is a casual way of saying something is just “so-so” or “meh.” But her mood brightens quickly; the next sticker shows her leaning back with her hands behind her head, eyes closed in total relaxation, captioned “santai…” (relax…). She rounds out the row looking cool in sunglasses and giving an “OK” hand gesture, with the text “sans aja” (just be chill), a super casual take on “santai.”
The final row captures even more common chat reactions. There’s a sticker of MITA looking a bit puzzled, asking “gimana nih?” (what now? or how about this?). Then, she makes a dismissive gesture with her hand for those moments when something is just too corny or trivial, labeled “ah receh.” She follows that with a confident pose, arms crossed and a knowing look, asking “yakin?” (are you sure?). The set ends on a high note, with MITA and her friend giving two thumbs up, surrounded by yellow action lines and the motivational word “semangat!” (keep your spirits up!).
So, Why Do Big Companies Like Banks Make Stickers?
It might seem a little random for a financial institution to release a sticker pack, but it’s actually a brilliant marketing move. In today’s digital world, brands are always looking for ways to connect with customers on a more personal level. Stickers do exactly that. They take a corporate entity like Bank Mandiri and give it a personality. MITA isn’t just a faceless chatbot; she’s a friendly, expressive character that people can use in their daily chats. This strategy is all about brand personification. It makes the bank seem more approachable and less intimidating, which is a huge win in an industry that can often feel cold and formal.
Think about it: every time someone uses a MITA sticker to say “let’s get coffee” or “semangat!”, they’re also sharing a tiny, subconscious ad for Bank Mandiri. It’s organic marketing at its finest. The brand gets inserted into personal conversations in a fun, non-intrusive way. The choice of phrases is also very deliberate. Using popular Indonesian slang like “kzl,” “sans,” and “receh” shows that the bank understands its audience and can speak their language. This helps build a connection, especially with younger, tech-savvy customers. The character design itself—professional blazer but friendly expressions—perfectly mirrors the brand’s desired image: reliable and trustworthy, but also modern and accessible.
When it comes to the rights and distribution, the company, in this case, Bank Mandiri, holds the copyright to the character and the artwork. They typically commission a creative agency or artist to bring their vision to life. The strategy of offering the sticker pack for free for a limited time is a classic one, especially on platforms like LINE. It creates a sense of urgency, encouraging users to act fast and, in this case, friend the bank’s official account. This gives the bank a direct communication channel to a new follower for future promotions and updates. It’s a fantastic exchange: customers get a set of cool, free stickers to spice up their chats, and the bank gets a new subscriber and a powerful, low-cost marketing tool that lives on in countless private conversations.
