Mastercard has tied up with JCDecaux Singapore for its Tap & Go campaign. As part of this partnership, JCDecaux installed real-time feeds at bus stops in the Central Business District and Orchard Road to target commuters at specific moments along their journeys.
The campaign was launched to raise awareness of Mastercard’s transit solutions which enables commuters to use Mastercard contactless credit, debit and prepaid cards or mobile wallet linked to Mastercard to pay for bus and train rides in Singapore. The agencies behind the campaign are also Posterscope and Carat Media.
The advertising messages for the bus-stop ads were made more “relatable” to commuters based on time of day and weather, JCDecaux said in a media statement. Meanwhile, contextual ads it created addressed what commuters would encounter at different times throughout the day, reaching out to them at the “right place and right time”.
One such example is the message, “found a spot on the bus but not a cent in your fare card” which will be seen by commuters during the evening peak hour. However, commuters during the morning peak period will be able to a message that says “finally an empty bus, but your fare card’s empty too”.
According to JCDecaux, these ads were selectively chosen to be on its digital screens at Singapore’s busiest bus stops along the main shopping belt of Orchard Road and the Central Business District.
Deborah Heng, country manager, Singapore, Mastercard said a consumer-centric approach is at the heart of its business and its partnership with JCDecaux helped the company reach its audience in a targeted and creative manner, and establish a strong presence among commuters in these prime areas. “As the first international payments network to enable this convenience for Singapore’s commuters, Mastercard looked at innovative ways to educate and inform both residents and visitors about this new transit payments solution,” she added.
Marketing and communications director of JCDecaux Singapore, Isaline Duminil, said consumers today are inundated by ads in both the online and offline environment, which makes it more crucial for brands to be relevant and personalise messages to their target audiences.
Recently, Jewel Changi Airport also appointed JCDecaux Singapore as the exclusive advertising concessionaire for its space. JCDecaux was tasked to manage advertising sites, while also allowing brands to tap on these sites to communicate with both international travellers and local shoppers across multiple touchpoints.