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  • SUB CATEGORY :
    FIELD MARKETING
  • COMPANY ENTERING :
    MCCANN, SYDNEY
  • TITLE :
    TAP FOR YOUR TOWN
  • BRAND :
    MASTERCARD CONTACTLESS
  • ADVERTISER :
    MASTERCARD
  • AGENCY :
    MCCANN, SYDNEY
  • CHIEF CREATIVE OFFICER :
    PAT BARON
  • EXECUTIVE CREATIVE DIRECTOR :
    JERKER FAGERSTROM
  • CREATIVE DIRECTOR :
    MARCUS TESORIERO
  • COPYWRITER :
    JONATHON SHANNON/RUPERT LAFFEY
  • ART DIRECTOR :
    LONG TRUONG/BEN PEARCE
  • ACCOUNT DIRECTOR :
    ADAM LEE/LORYN GARNSEY/RICHIE TAAFFE
  • ACCOUNT MANAGER :
    CAROLINE DRURY
  • ACCOUNT EXECUTIVE :
    ANNA OGILBY
  • STRATEGIC PLANNING DIRECTOR :
    IAN MACDONALD
  • DESIGNER :
    TERRY CHISHOLM/ROB TOSCANO/MICHAEL PAPAGEORGIOU/
    MARTIN VESELY
  • EDITOR :
    MATT FLINN/NEIL HARVEY
  • JUNIOR EDITOR :
    NICHOLAS WITHFORD
  • AGENCY PRODUCER :
    COLIN TUOHY/SAM HARRIS
  • FILM PRODUCTION COMPANY :
    WAITEMATA FILMS, AUCKLAND
  • DIRECTOR :
    GARY JOHN
  • GAFFER :
    KARL SAUNDERS
  • EXECUTIVE PRODUCER :
    JULIE ELSTONE
  • FILM PRODUCER :
    PHIL LIEFTING
  • PRODUCTION DESIGNER :
    RICK KOFOED
  • POST-PRODUCTION COMPANY :
    BLOCKHEAD, AUCKLAND
  • SOUND PRODUCTION COMPANY :
    RUMBLE STUDIOS, SYDNEY
  • PRINT PRODUCTION COMPANY :
    WAITEMATA FILMS, AUCKLAND
  • PHOTOGRAPHER :
    MAT BAKER
  • RETOUCHER :
    MAT BAKER
  • PRINT PRODUCER :
    RACHEL LOUNDS
  • THE BRIEF :
    THE CAMPAIGN OBJECTIVE WAS SIMPLE: GET ALL OF NEW ZEALAND TAPPING. WE WERE SET THE AMBITIOUS GOAL OF CHANGING THE TRANSACTION BEHAVIOUR OF AN ENTIRE NATION, ENSURING A MINIMUM OF 4.94 MILLION TAPS PER MONTH. IT WAS CALCULATED THAT THIS WOULD REQUIRE SOME 556,000 ACTIVE CARDHOLDERS MAKING AN AVERAGE
    OF 8.5 TAPS EACH AND EVERY MONTH…ALL IN A NATION OF JUST UNDER
    5 MILLION PEOPLE.
  • THE STRATEGY :
    OUR TARGET AUDIENCE WAS ALL CARD-INSERTING, PIN-PUNCHING NEW ZEALANDERS, TO WHOM MASTERCARD A RELATIVE NEWCOMER COMPARED TO MAIN RIVALS VISA. TO ALL NEW ZEALANDERS, RUGBY IS
    A RELIGION AND RICHIE MCCAW IS A GOD. RUGBY ALSO SETS THEM APART, AND PASSIONATE INTER-TOWN RIVALRIES EXIST RIGHT ACROSS THE NATION. TAP FOR YOUR TOWN TARGETED LOCAL RUGBY RIVALRIES, CHALLENGING ALL NEW ZEALANDERS TO BRING RICHIE MCCAW OUT OF RETIREMENT AND INTO THEIR TOWN TO PLAY A GAME OF TOUCH RUGBY AGAINST THEIR LOCAL TEAM. THE RULES WERE SIMPLE: THE TOWN WITH THE MOST TAPS WOULD WIN.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    ON THE 18TH JUNE, A FULLY-INTEGRATED CAMPAIGN KICKED OFF A TAPPING FRENZY. FOR 10 WEEKS, WE MONITORED THE REAL-TIME TAPPING DATA AND SOCIAL MEDIA ACTIVITY OF 66 NEW ZEALAND TOWNS, FUELLING LOCAL RIVALRIES WITH GEO-TARGETED CREATIVE, LEADERBOARDS,
    AND TOWN-SPECIFIC SOCIAL SHOUT-OUTS FROM RICHIE HIMSELF…TELLING NEW ZEALANDERS TO “TAP FOR YOUR TOWN”. WHEN QUEENSTOWN EMERGED VICTORIOUS,THE MATCH WAS HEAVILY PROMOTED FOR 8 WEEKS ON SOCIAL MEDIA, INCLUDING FROM RICHIE’S PERSONAL FACEBOOK. ON THE 28TH OCTOBER, THE GAME WAS BROADCAST TO OVER 480,000 NEW ZEALANDERS ON FACEBOOK LIVE—MAKING IT THE BIGGEST GAME OF TOUCH RUGBY IN NEW ZEALAND’S HISTORY.
  • THE RESULT :
    THE CAMPAIGN REACHED 97% OF NEW ZEALANDERS, GENERATING 48.3 MILLION IMPRESSIONS (A NUMBER 10 TIMES GREATER THAN THE NATIONAL POPULATION). DURING THE CAMPAIGN PERIOD NEW ZEALANDERS MADE 13.24 MILLION TAPS, AN INCREASE OF 48% YEAR ON YEAR. MONTHLY TAPS INCREASED BY 17% TO 5.29 MILLION, MONTHLY FREQUENCY INCREASED BY 11% TO 9.0 TAPS, AND PENETRATION INCREASED BY 31,000 ACTIVE CARDHOLDERS FROM TO 562,000. THESE RESULTS ARE PROJECTED
    TO DELIVER OVER 10 MILLION ADDITIONAL TRANSACTIONS ACROSS NEXT
    12 MONTHS, EQUATING TO SOME NZD$212 MILLION OF VALUE TO MASTERCARD. RICHIE’S TEAM ALSO WON THE GAME 11-10 IN A THRILLING OVERTIME VICTORY.