Mastercard has launched a campaign as it enabled contactless debit and credit card payments on board buses and trains, allowing commuters to tap & go with a Mastercard debit or credit card. In a bid to raise awareness, McCann Singapore created a campaign tapping on homegrown artiste, Sandra Riley Tang, from local band, The Sam Willows.
The three campaign videos released by Mastercard talks about the experiences of commuters and the frustrations they face when their fare card is low on funds, be it getting blocked at the gantries or having to queue to top up the cards. The videos showcase such commuter situations and also how Mastercard can provide a “smoother” journey.
Taking an unconventional spin on ads, Tang breaks into a song in the videos. Here is one:
These videos will run as ads on Facebook and Instagram during the morning and evening peak periods. Mastercard has also arranged an array of OOH placements, at train stations across Singapore. Train stations will be used as media channels, with songs getting air play over the public announcement systems from May 2019.
Meanwhile, OOH ads targeted with different messages depending on the time of day and the weather will be placed at bus stops in key commuter-dense locations around Singapore. Group creative directors, Eirma Webster and Angie Featherstone at McCann Singapore said the team chose to highlight the benefits of Mastercard’s contactless payments with “quirky songs” that were inspired by the “frustrations” that people face every day.
“No more queuing, no more awkward U-Turns at the gantry, no more delays when you’re already late. When you tap and go, your journey becomes just that little bit smoother,” both added.
Deborah Heng, Singapore country manager for Mastercard said the contactless payments move into Singapore joins cities such as London, Sydney, Vancouver, Kaohsiung, Kiev and Milan. “This drives seamless commerce across different platforms as consumers can go about their daily activities with just a Mastercard in hand—from taking public transport to dining out and shopping,” she added.