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  • SUB CATEGORY :
    BEST USE OF EVENTS
  • 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
  • EDITOR :
    NEIL HARVEY
  • JUNIOR EDITOR :
    NICHOLAS WITHFORD
  • AGENCY PRODUCER :
    COLIN TUOHY/SAM HARRIS
  • OTHER CREATIVE CREDITS :
    TERRY CHISHOLM/ROB TOSCANO/MICHAEL PAPAGEORGIOU/
    MARTIN VESELY/MATT FLINN
  • 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
  • THE BRIEF :
    THE CAMPAIGN OBJECTIVE WAS SIMPLE: GET ALL OF NEW ZEALAND TAPPING. THE CHALLENGE, HOWEVER, WAS A BIT MORE COMPLICATED: 76% OF NEW ZEALANDERS DIDN’T “TAP” THEIR CARD AT CHECKOUT. EVER. NEW ZEALAND WAS SIMPLY A NATION OF CARD-INSERTING PIN PUNCHERS…AND THEY DIDN’T SEE ANY REASON TO DO IT DIFFERENTLY. 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…ALL IN A NATION OF JUST UNDER 5 MILLION PEOPLE, WHERE MASTERCARD WAS A RELATIVE NEWCOMER COMPARED TO ITS MAJOR RIVAL, VISA.
  • THE STRATEGY :
    OUR TARGET AUDIENCE WAS ALL NEW ZEALANDER CARDHOLDERS. RUGBY IS THEIR RELIGION; IT BRINGS THEM TOGETHER IN THEIR LOVE OF RICHIE MCCAW BUT IT ALSO DIVIDES, CREATING FIERCE INTER-TOWN RIVALRIES. OUR STRATEGY WAS TO USE A PRICELESS GAME OF TOUCH RUGBY WITH RICHIE AS BOTH AN INCENTIVE AND A COMMUNICATIONS PLATFORM. THE EVENT, AND ITS FACEBOOK LIVE BROADCAST, FORMED THE CRESCENDO OF THE CAMPAIGN BUT WAS SUPPORTED THROUGHOUT BY FULLY-INTEGRATED MASS MEDIA, A PARTNERSHIP WITH NEW ZEALAND’S BIGGEST SPORTS SHOW (CROWD GOES WILD), GEO-TARGETED SOCIAL MEDIA TO REACH SPECIFIC TOWNS, AND TACTICAL POINT-OF-SALE MEDIA TO DRIVE BEHAVIOURAL CHANGE.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    A FULLY-INTEGRATED CAMPAIGN (PRIMARILY TV, OUTDOOR AND RADIO) KICKED OFF A NATIONAL TAPPING FRENZY, ALLOWING OUR CAMPAIGN TO REACH TOWNS BIG AND SMALL. WE THEN NARROWED OUR FOCUS, FUELLING THE FIERCE LOCAL RIVALRIES WITH TOWN-TARGETED SOCIAL CREATIVE AND SHOUT-OUTS FROM RICHIE HIMSELF, MAKING TAPPING THE TALK OF THE TOWN, IN EVERY TOWN. TACTICAL POINT-OF-SALE PLACEMENTS, INCLUDING A LIFE-SIZED RICHIE, REMINDED PEOPLE AT THE ‘MOMENT OF TRUTH’ TO TAP AS THEY COMPLETED THEIR TRANSACTION. FINALLY, A FACEBOOK LIVE BROADCAST OF THE GAME REACHED 480,000 NEW ZEALANDERS AND WAS PICKED UP BY SPORTS SHOWS AND NEWS OUTLETS ACROSS THE NATION.
  • THE RESULT :
    THE CAMPAIGN REACHED 97% OF NEW ZEALANDERS WHILE GENERATING 48.3 MILLION IMPRESSIONS (10 TIMES THE NATIONAL POPULATION). NEW ZEALAND’S TRANSACTION BEHAVIOUR CHANGED RADICALLY. DURING THE CAMPAIGN PERIOD, NEW ZEALAND TOWNS TOGETHER MADE 13.24 MILLION TAPS, COMPARED TO 8.9 MILLION TAPS IN THE SAME PERIOD IN 2016 (AN INCREASE OF 48% YEAR ON YEAR). MONTHLY TAPS INCREASED BY 17% FROM 4.52 MILLION TO 5.29 MILLION (EXCEEDING OUR 4.94 MILLION OBJECTIVE BY 8%). THESE RESULTS ARE PROJECTED TO DELIVER OVER 10 MILLION ADDITIONAL TAP TRANSACTIONS ACROSS NEXT 12 MONTHS, EQUATING TO SOME NZD$212 MILLION OF VALUE TO MASTERCARD.