MasterCard

Priceless Music

MasterCard was new to the debit card world.  The competition, Visa Debit, had been in the marketplace for 15 years and had over 5 million cards in circulation. Our brief was to change all this by selling the benefits of Debit MasterCard to Gen Y.

Based on the insight that music has almost universal appeal to our audience, MasterCard created a series of live music events to bring big-name artists to Sydney and Melbourne. Tickets were limited and the only way to gain access was with a Debit MasterCard.

Digital and social media were leveraged to amplify the campaign with, for example, live interviews on Facebook featuring Birds of Tokyo and a 360-degree gigapixel photo taken at a Good Charlotte gig where fans could zoom in and tag themselves. These elements encouraged Gen Y to get a Debit MasterCard and experience music in a way that money can't buy.

As a result of the campaign there were 12,500 likes on the Facebook page and over 256,000 visits to the website. Debit MasterCard penetration increased dramatically with a 15% increase in unaided brand awareness and a 14% uplift in usage.