McCann Worldgroup Singapore highlights Mastercard’s array of security features by tapping into our protective instincts
McCann Worldgroup Singapore, together with 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.
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. And Mastercard does everything to protect what matters when they shop online.
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 e-commerce shoppers through contextual, interest and affinity targeting. 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, Vice President, 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.”
CEO: Nicholas Handel
Regional Business Director: Chris Galea
Regional Group Account Director: Elisa Tsang
Senior Account Manager: Ho Jie Wei
Account Manager: Koh YiLeen
Senior Account Executive: Du Jie Ying
Regional Planning Director: Judd Labarthe
Planning Director: Manasi Trivedi
Group Creative Director: Angie Featherstone
Group Creative Director: Eirma Webster
Senior Art Director: Joey Claroniño
Senior Copywriter: Ashok Narandran
Operations Director: Lesley Chelvan
Head of Broadcast: Clayton Lai
DI & Print Production Manager: Darren Soong
Creative Services Manager: Louiza Joseph
Studio Manager: Ivy Yap
Production House: Atypical FilmsFilm Director: Priscilla Ang Geck Geck
Post Production House: VHQ Singapore
Audio Production House: Fuse Adventures In Audio
Media Agency: Carat APAC
PR Agency: Weber Shandwick