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  • SUB CATEGORY :
    EXPERIENTIAL & 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
  • 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. 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.
  • THE STRATEGY :
    TO GET NEW ZEALAND TAPPING, WE CREATED A COMPETITION THAT ‘TAPPED INTO’ THEIR LOVE OF RUGBY AND FIERCE LOCAL RIVALRIES. THERE WAS NOTHING NEW ZEALANDERS WOULDN’T DO TO SEE RETIRED LEGEND RICHIE MCCAW PLAY AGAIN. NEW ZEALANDERS ALSO HAVE A STRONG CONNECTION TO THEIR HOMETOWN (A CONCEPT KNOWN AS ‘TANGATA WHENUA’ IN THE MAORI LANGUAGE). TAP FOR YOUR TOWN GAVE ALL NEW ZEALANDERS THE OPPORTUNITY TO BRING RICHIE 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, CALLING ALL NEW ZEALANDERS INTO ACTION TO “TAP FOR THEIR TOWN” TO TAKE ON RICHIE’S TEAM. WE MONITORED THE REAL-TIME TAPPING DATA AND SOCIAL MEDIA ACTIVITY OF 66 NEW ZEALAND TOWNS, FUELLING RIVALRIES WITH TOWN-SPECIFIC GEO-TARGETED CREATIVE, TOWN LEADERBOARDS, AND PERSONALISED TOWN SHOUT-OUTS FROM RICHIE HIMSELF. AFTER 10 WEEKS OF TAPPING, QUEENSTOWN EMERGED VICTORIOUS WITH A STAGGERING 11.2 TAPS PER CAPITA. 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 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.