ANGIE FEATHERSTONE
Creative Director // Copywriter
Since August 2018, we’ve been overseeing the day-to-day creative output for Mastercard in Southeast Asia. Here’s a snapshot of what we’ve been doing together with our teams.
Singapore: How we showed commuters a smoother way to travel
WATCH THE FILMS
Working with local singer Sandra Riley Tang of The Sam Willows, we created 3 songs, accompanied by music videos, based on everyday commuter situations. In each, we showed how life’s smoother when you tap & go with Mastercard, to the tune of Sandra’s silky smooth vocals.
Quit Making Excuses
Not So Smooth
U-Turn of Shame
We tapped our way into social media feeds
We targeted commuters with our videos on Facebook and Instagram during weekday rush hour, precisely when they were likely to feel the frictions of commuting with a pre paid fare card. But we didn’t stop there…
We took over train stations
Commuters found themselves surrounded by our campaign messages throughout the MRT stations they frequent. Each piece connected with them through the little frustrations they face daily, and showed them a smoother way with Mastercard.
We followed commuters on board trains
There are so many things commuters could be spending their time on instead of topping up their fare cards. We highlighted a few examples that were particularly relevant to passengers in the train cabin, and helped them imagine smoother journeys with Mastercard.
Bus commuters saw ads activated based on the crowd and weather
Crowds and rainy weather are worse when your fare card’s empty. And the rare occasion you have the bus to yourself is ruined as well. We connected with bus commuters through these all-too-common scenarios, and showed a smoother way with Mastercard.
We even made the gantry sexy
Staged and shot like Apple would its latest flagship product, we gave the humble MRT gantry sexy sheen in our print campaign key visual. And made it look as smooth as using Mastercard on the bus and train.
Most importantly, we got all of Singapore to tap & go on the bus and train
The campaign made an impact all across Singapore, with contactless payments on transit rising exponentially from month to month from X to X. It showed that our audience got our message. After all it was something commuters know all too well – Smoother journeys: priceless
RESULTS OF CAMPAIGN
274%
Increase in number of trips paid with Mastercard
277%
Increase in transit transaction volume on Mastercard
422%
Increase in number of active cards
20%
Increase in Mastercard Contactless spend in other everyday categories
Recognition
Creative Circle Awards 2019 / Craft Gongs / Finalist
Regional: The Safety & Security “Hands” Campaign 2018/19
Contactless payments is still a relatively new technology in Southeast Asia. In markets like Thailand, Vietnam, Malaysia and Laos, the resistance is largely due to fear of fraud. We were tasked to create a series of videos that could cut through the markets, with the objective of educating consumers about the safety and convenience of using Mastercard.
ONLINE VIDEOS
We created 6 edutainment videos that highlighted 6 key safety and security features of Mastercard. These have been adapted across markets, as well as India.
Regional: The Safety & Security “Protecting What Matters” Campaign 2019/20
So for years, Mastercard has been running educational videos on their safety and security features. This year, we suggested they try an empathy approach for cut through. Our insight? Everyone has ways to protect the things that matter. And Mastercard is just as committed to protection when you shop online.
We conveyed this message through a series of films about our safety and security features, brought to life by settings and characters familiar to our audience in Southeast Asia. It’s our way of honouring protection that money can’t buy.
Watch the films
Social
The strategy here to get people talking about the ways they protect the things that matter to them, while tying it back to Mastercard’s key benefits.
