Mastercard Indonesia has launched an integrated campaign inspired by Indonesians’ love for horror. Starring popular youth icons in Indonesia, Prilly Latuconsina and Raditya Dika, the campaign demonstrates how Mastercard cards helped "save" them in difficult situations on the sets of a horror movie shoot through six videos.
According to a press statement, the campaign aims to position Mastercard cards as the “Smart Way to Pay”, and raise awareness on the benefits of convenience and safety that accompany the use of its cards for online payments. A teaser in the form of a movie trailer was launched on 28 August 2019, garnering over 3.8 million views since. On 2 September, six behind-the-scenes videos were launched, each busting a myth around card usage for online payment.
The integrated campaign aims to reach consumers at every touch point, including television, out-of-home, online videos, digital banners, issuing banks and a comprehensive social roll-out. Mastercard is also closely working with merchant partners and banks to roll out exclusive offers and incentive programmes. It partnered creative agency McCann Worldgroup, media agency Carat APAC and PR agency Weber Shandwick.
The stars of the videos were handpicked by McCann Worldgroup based on "passion points of comedy, film and music, as well as attributes of authenticity, approachability and credibility" in their respective domains. Latuconsina, who had lead roles in horror films, and Dika, a stand-up comedian turned movie star and director with a penchant for the paranormal, both have a very strong back story that "evidences their determination to push the boundaries to reach their level of fame, added the press release.
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Rustom Dastoor, SVP, head of marketing and communications, Asia Pacific, Mastercard said horror is the most loved genre in Indonesian cinema, and it gives the campaign an unique platform to deliver insights about smart ways to shop online through an entertaining format. "With a different situation getting solved behind-the-scenes on set with Mastercard, the six films reinforce Mastercard’s global strategy of enabling consumers to start something priceless, no matter where they are or what they’re doing," he added.
Meanwhile, Safdar Khan, division president for Indonesia, Malaysia and Brunei, Mastercard said as a local partner to the government, Mastercard hopes the campaign will contribute to bringing the country closer to Indonesia’s Payment System 2025 Vision to become a cashless society.
“We wanted to work with Prilly and Raditya in a way that matched their image. So we thought, let’s put them together again in a behind-the-scenes setting where they can be themselves, and use their banter to educate people,” said Chris Galea, regional business director, McCann Worldgroup.
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