Life’s Smoother When You Tap & Go with Mastercard

* MARKies Gold for “Most Creative - Launch / Re-Launch”
* MARKies Gold for “Most Creative Out-of-Home”
* MARKies Gold for “Most Effective Use - Out-of-Home” (via CARAT)

Mastercard was about to be the first in Singapore to launch contactless debit and credit card payments on buses and trains. Our job? To get commuters to switch over from prepaid EZ-link fare cards, which they’d been using for decades.

Our message was simple. Prepaid fare cards come with many frustrations, like running low on funds, queueing at top-up machines and wasting precious minutes. With Mastercard, now there’s a smoother way. Just tap & go.

Working with local singer Sandra Riley Tang of The Sam Willows, we created a series of musical videos based on everyday commuter situations.

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.

Commuters found themselves surrounded by our campaign messages throughout train stations and on board trains.

Bus commuters saw ads activated based on the crowd and weather.