Mastercard Launches a Series of Horror Movies to Drive Online Payments in Indonesia

Following the enablement of debit cards for online payments in Indonesia last year, Mastercard has partnered with McCann Worldgroup, Carat Media and Weber Shandwick to launch an integrated campaign looking to grow its share of the fourth most populous nation’s exploding e-commerce payments market.

The ads star Prilly Latuconsina and Raditya Dika in a fictional horror movie shoot that was inspired by Indonesians’ love for horror flicks. The pair starred together in the 2016 horror-comedy film, ‘The Hangout’.



“Mastercard is committed to Indonesia’s national cashless agenda, helping consumers make the shift to the convenient, safe and smart way of paying online with debit and credit cards,” said Rustom Dastoor, Senior Vice President, Head of Marketing and Communications, Asia Pacific, Mastercard. “Working closely with Raditya and Prilly, from concept ideation and scripting to filming the campaign was a delightful exercise. Horror is the most loved genre in Indonesian cinema, and it gives the campaign a unique platform to deliver insights about smart ways to shop online through an entertaining format.

“Highlighting the benefits of using cards for online payments is an important step in truly achieving the Indonesian government’s vision of a cashless society,” said Safdar Khan, Division President for Indonesia, Malaysia & Brunei, Mastercard. “Mastercard hopes the Smart Way to Pay campaign will contribute to bringing the country closer to Indonesia’s Payment System 2025 Vision.”


Group Creative Director: Eirma Webster
Group Creative Director: Angie Featherstone
Creative Director: Mohamad Khadafi
Senior Art Director: Jerry Li
Junior Art Director: Christie Susanto
Senior Copywriter: Ashok Narandran
Junior Copywriter: Ng Peiling
Regional Planning Director: Judd Labarthe
Planning Director: Manasi Trivedi
Regional Business Director: Chris Galea
Regional Group Account Director: Elisa Tsang
Senior Account Manager: Ho Jie Wei
Account Executive Nadhira Saleh
Regional Digital Director: Felipe Oliviero
Social Media Manager: Shruti Gattani
Associate Channel Manager: Alicia Kosasih
Executive Producer: Melly Damayanti
DI & Print Production Manager: Darren Soong
Director: Eugene Panji
Production House: 25 Frames
BTS Production House: Highangle Productions
Audio House: Fuse Adventures in Audio
Media Agency: Carat APAC
PR Agency: Weber Shandick

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