BRANDED CONTENT: PRICELESS SURPRISES

The campaign leverages Mastercard's existing entertainment partners and assets to establish Mastercard as the card of choice for entertainment, resulting in a push in usage and e-commerce transaction volume.

Building on the insight that working mothers often find themselves pressed for time when it comes to juggling work and family, we showcase how Mastercard steps in to help mothers make the most of their everyday moments with their children. We managed to get Mr Jackman to help us kickstart the campaign.

Mastercard Mother's Day

SPARK VIDEO Phase 1.

First, in a series of videos and engagement posts to roll out, the Spark Video aims to capture and hold the attention of viewers, engage them and spark conversations for contest entries on Facebook. From this pool of entries, a winner will be selected for a Priceless Surprise. #MasterCardMuahMuah

PHASE 2: WINNER VIDEO

A lucky winner won an exclusive experience at the Mastercard Theatres just like any other tactical campaign,

but little did she know, we had a bigger surprise in store for her. We tracked her journey and captured their joy.

That's priceless.

In 1 week, the campaign video generated a reach of 7.2 million, over 4.8 million interactions,
and a record high 38% participation rate. Video duration of 24sec.

                         From 2016 - 2017, we manages to increase 132k viewers to 470k viewers
                         We raised the number of shares from 73 to 272
                         We raised FB Likes from 455 to 2.3k
                         Mastercard successfully re-established an emotional connection with the public

Creative Director: Peter Hibberd

Head of Art: Max Chan
Art Director: Jaz Loh
Copywriter: Crystal Chin, Ivy Tan

Agency: McCann Worldgroup