Mastercard has introduced Transit Tales, a new digital experience designed to make commuting more entertaining for Sydneysiders by adding a good story to their journey between work and home.
Built for mobile and tablet, Transit Tales uses AI technology and real-time transit data to create personalized audio stories matched to the exact duration of a commuter’s train journey. Accessible at no cost, it is now available to over 1.2 million daily travellers.
With a 2025 study indicating that almost 30% of Australians have not read or listened to a single book in a year, but more than 50% want to read or listen to more, the campaign helps promote sustainable public transport among readers and non-readers alike.
The experience invites commuters to select from a series of beloved literary classics, including The Great Gatsby, The Jungle Book, Romeo & Juliet, The Wizard of Oz, and Dracula, and reimagine them through alternate genres such as Mystery Thriller, Superhero Saga, Dystopian Adventure, or Sci-Fi Fantasy.
All stories are also available in transcript format, to be inclusive and accessible for everyone. Once a trip is complete, commuters can purchase the original books in audio, hard, or soft copy via online retail platforms.
“Transit Tales is about bringing a little more joy and imagination to an everyday routine. It showcases how Mastercard continues to innovate with purpose, creating inclusive, digital experiences that make people’s lives easier and more enjoyable,” said Florencia Aimo, Vice President, Integrated Marketing and Communications, Australasia, Mastercard.
Commuters can choose from classics like The Great Gatsby, The Jungle Book, Romeo & Juliet, The Wizard of Oz, and Dracula—then reimagine them as a Mystery Thriller, Superhero Saga, Dystopian Adventure, or Sci-Fi Fantasy.
“There’s been a lot of talk about AI and creativity. We couldn’t think of a better way to harness it than by turning mundane train rides into imaginative escapes,” said Shane Geffen, Executive Creative Director at McCann Australia.
“It’s a highly technical project but made simple thanks to Mastercard’s openness to innovation and our brilliant production partners.”
Running until 28th September 2025, the campaign will be live across Sydney’s train and metro network, supported by out-of-home, digital, and social activations.
The creative work was done in collaboration with Nakatomi and Rumble Studios.
Credits
Client: Mastercard
Creative Agency: McCann
Production: Nakatomi
Sound studio: Rumble Studios
Media agency: Carat
Communications, social, and influencer Agency: Ogilvy PR
