McCann Singapore has created a campaign for Mastercard pitching the fact that they are the first issuer in Singapore that enables contactless debit and credit card payments on board buses and trains.
Through the use of quicky lyrics the campaign, which launched last month, is inspired by the experiences of commuters and the frustrations they face when their fare card is low on funds, whether by getting blocked at the gantries or having to get in a long line to top up their cards.
The agency used these commuter situations as the topics of three film spots with the help of homegrown artist, Sandra Riley Tang, from popular local band, The Sam Willows.
Commuters were targeted with these mini music videos during morning and evening rush hour, via ads on Facebook and Instagram. Then they were reminded of the campaign’s messages via OOH placements, at train stations across Singapore. Once on board trains, they were shown the many things they could be doing instead of topping up fare cards. And for the first time, train stations themselves will be used as media channels, with the songs getting airplay over their public announcement systems from May 2019.
“Rather than focus on negative travel experiences, we chose to highlight the benefits of Mastercard’s contactless payments with quirky songs that were inspired by the small frustrations that people face every day,” said Group Creative Directors, Eirma Webster, and Angie Featherstone. “No more queuing, no more awkward U-Turns at the gantry, no more delays when you’re already late. When you tap and go, your journey becomes just that little bit smoother.”
Account Director: Lee Wei Jiin
Account Executive: Nadhira Saleh
Senior Account Manager: Ho Jie Wei
Regional Group Account Director: Elisa Tsang
Regional Business Director: Chris Galea
Regional Planning Director: Judd Labarthe
Planning Director: Mapaul Manalo
Operations Director: Lesley Chelvan
Executive Producer: Andrea Ferronato
Producer: Yvonne Lee
DI & Print Production Manager: Darren Soong
Group Creative Director: Angie Featherstone
Group Creative Director: Eirma Webster
Senior Art Director: Keshav Bhat
Senior Copywriter: Ashok Narandran
Ivy Yap: Studio Manager
Production House: Curious Film
Audio Production House: Zendyll Productions
Still Photography: Alvin Tan, Teo Studios
Media Agency: CARAT
PR Agency: Weber Shandwick