Mastercard has launched a campaign highlighting Mastercard’s safety and security features through the analogy of traditional cultural practices people in Southeast Asia use to protect what matters to them. Working with McCann Worldgroup Singapore, the campaign is based on a common truth shared by the brand and its audience: both do all they can to harness protection that money can’t buy. In short, people do everything to protect what matters to them every day.
To convey this message, four stories were brought to life through settings and characters seen across Southeast Asia. Each film depicts how people seek protection for something precious to them, before showing how Mastercard protects in a similar way through one of its safety and security features. A fifth film features a montage of the vignettes. Each of the films is imprinted with Mastercard’s newly launched sonic branding. The distinctive six-note melody, launched globally in February, has been incorporated into the music composed for each film, making them some of the very first campaigns to carry Mastercard’s unique sound.
The campaign is running in four different languages, across five Southeast Asian markets, with a digital only approach, targeting eCommerce shoppers through contextual, interest and affinity targeting. These countries are Singapore, Malaysia, Philippines, Thailand, Indonesia, Vietnam, and Cambodia.
A cross platform approach was devised in the digital space, to ensure consumers are exposed to the videos throughout their journey, whether they are on social platforms, browsing through videos/websites or getting their fix of daily news. The launch of the videos will be staggered over the campaign period (running through end of December), to target users with sequential messaging, keeping them engaged with the stories, whilst educating them on Mastercard’s safety features.
“This campaign highlights the unique ways that people in Southeast Asia try to protect the things that are important in their lives. This desire for protection extends to the digital space which is integral to people’s lives today. Consumers want to know that their online transactions are safe and secure. Mastercard’s intent with this campaign is to make people aware of the many measures Mastercard puts in place to protect their transactions so Mastercard cardholders can carry out their payments with confidence and peace of mind,” said Audrey Yeo, VP marketing and communications, Southeast Asia, Mastercard.
“We showed people we understood them, the things they care about, and how important it is to feel safe and secure,” said Chris Galea, regional business director of McCann Worldgroup Singapore. “Once we had proved this, we could share how Mastercard values security just as much, and spark a trusting relationship between people and the brand.”