WTH@#! you’re probably wondering…so here’s the background

Mastercard wanted to grow its share in Indonesia’s exploding e-commerce scene. But it had two problems. One, they were a foreign brand up against a myriad of aggressive local e-payment companies. Two, research showed there were myths around cards that was preventing usage.

Good news is, paying online with a card has clear advantages – it’s simpler, faster and easier than any other e-payment method in Indonesia. So, to get Indonesians using Mastercard, we needed to bust these card myths and educate people about the benefits of paying online. And we had a bonus challenge - we had to do this using local celebrities.

THE CAMPAIGN

In coming up with the idea, we thought hard about how to leverage their clout to build brand love for Mastercard. The idea of situating the campaign in a fictional, behind-the-scenes horror movie shoot was inspired by Indonesians’ love for genre – it’s one of the most popular movie genres – and by the choice of celebrities themselves.

Friends in real life, Prilly Latuconsina is an A-lister who shot to stardom through horror films, while Raditya Dika is a stand-up comedian turned movie star and director with a penchant for the paranormal. We were thrilled to discover they had starred in a successful 2016 horror-comedy film together, and social listening revealed fans wanted more.

It gave us the perfect opportunity to use them not as talking heads but in a way that matched their image and engaged their fans. With both of them behind-the-scenes in movie setting, they could be themselves, and through their banter and the situations they were in, show fans how Mastercard is the smart way to pay online in an entertaining way.

This campaign just launched in Sep 2019. More updates to come.

SEE MORE OF THE WORK: TEASER PHASE

What started off as a brief for “6 six educational films to run on national tv” was turned into integrated campaign that rolled out across different touch points. We focused our efforts on using the influence of the celebrities on social to drive viewership, engagement, and card usage for Mastercard.

Two weeks before campaign launch, we got fans excited with celebrity-led teaser posts. These gave them a glimpse into the world and got them guessing where the celebrities were and what they were doing.

We also released movie style posters on social to spark intrigue and hint at the campaign to come

Headline translation: Only smart can save them now. Coming 2 September 2019.

CAMPAIGN LAUNCH: THE FILMS

We made 6 films to bust 6 myths around card usage, with the goal of educating Indonesians about Mastercard as the Smart Way to Pay. No one will ever get to see the movie we were “shooting”, but we wrote the films such that the entire plot could be guessed by fans after watching the 6 films. These films are running on national TV through 2019, as well as online.

We leveraged on the clout of the celebrities to help us promote the films and to drive awareness and usage of Mastercard.

FAN REACTIONS ON THE FILMS

“I’ve watched this multiple times, and I’m still not tired of it.”

“Thought it was an ad for something scary but it’s not. Heehehehehe”

“Please post another version of this ad.”

“I saw the ad. I even saw your Mastercard Credit Card.”

The Insta-Rewrite

Engaging with fans further, we launched never-seen-before footage on Instagram, giving fans the choice to decide how they wanted the story unfold. Released over 3 days, part 1 and 2 were posted as Insta Stories so fans could vote on what happened next, and the full story was revealed on day 3 as a post to drive online payments with Mastercard.

Out-of-Home

We knew people in Jakarta suffer from the world’s worst traffic jams. So reaching out to them while they were stuck in traffic was an opportunity to show how online payments with Mastercard can be useful in their lives — they wouldn’t have to drive to malls to shop when shopping can come to them.

We also reached out to cardholders while they were travelling in the trains, which gave them lots of time to whip out their Mastercards and start shopping online.