EFP09. Financial, Commercial, Business Products & Services

Silver
CAMPAIGN
Tap Your Town
AGENCY
McCann Worldgroup Sydney
CLIENT
MasterCard
BRAND
MasterCard
DETAILS
Habits can be hard to break and, for New Zealanders, inserting their card and entering their PIN was a habit. Mastercard launched Tap & Go transactions in 2013 but, after four years of communications, less than one-in-three Kiwis were using contactless.
This is the story of how we used social media and New Zealanders' local rivalry to radically change behaviour and create a new habit. The story of how we got Kiwi’s to tap for their town, and the right to bring rugby living-legend Richie McCaw out of retirement for one more, live-streamed, game of footy against their local team. 
Partners
Media Supporters
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Media Supporters
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