Launch the Priceless Sydney benefits programme – giving Sydneysiders exclusive MasterCard offers and experiences.
Sydney-siders are looking for the undiscovered priceless experiences only really known by the neighbourhood locals.
MasterCard Locally Famous.
A groundbreaking campaign that transformed Sydney’s best-kept neighbourhood secrets into locally famous icons.
This Locally Famous strategy required us to not only partner with the famous local merchants but also rethink our approach to communications.
An approach built from the ground up made by the locals for the locals.
This included developing integrated partnerships with the most local of media sources, an hairdresser influencer programme, hyper targeted out of home and a unique 6 part content series that highlighted the local heroes in each area.
75,400 conversations were started about the program through our hairdresser influencer program (66% above target).
1 in 4 Sydney siders saw the stories of local heroes through our branded content series.
Merchant offer uptake grew to 3,349, that’s a massive 841% increase on the previous year.
A 144% increase in people considering MasterCard ‘engaging’ and a further 128% increase in people describing the brand as ‘exciting’.