Mastercard | Tap for your town
Mastercard had a problem. Despite running traditional advertising campaigns for several years the majority of New Zealanders didn’t trust Tap and Go™. Our job was to turn a nation of eftpos users into frequent tappers.
We had one asset from the previous campaign. Richie McCaw, retired captain of the All Blacks. Given Rugby Union is New Zealand’s official religion, we figured there’d be nothing a Kiwi wouldn’t do to see him play one more game.
Case study
The 10 week campaign reached more than 97% of New Zealand. Taps were up 48%.
It turned out we were right. The 10 week campaign reached more than 97% of New Zealand through earned media and generated 13 million taps – that’s 2.7 taps for every New Zealander, and an additional increase in revenue of $212 million NZ dollars.
Plus, Richie got to play one last game of ‘tap’ rugby, which we broadcast on Facebook live to his many fans around the world.
TVC
Youtube Pre-roll
