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A PRICELESS CONCERT EXPERIENCE FOR FANS WHO LIVE IN THE MOMENT

To launch its new Masterpass digital wallet, Mastercard tapped on the Singaporean millennial’s passion to #LiveInTheMoment by offering them a chance to attend an exclusive concert by the Chainsmokers. A special few even got a surprise money can’t buy – meeting the band in person before the event.

PRICELESS SURPRISE SOCIAL VIDEO

CHALLENGE

Mastercard needed to increase registration for Masterpass, a digital wallet that lets users quickly check out at millions of online retailers, apps and stores. Although the technology is fast and frictionless, signing up wasn’t.

Young millennials saw the registration process as tedious, and with a low affinity for the brand and a proliferation of new payment systems, was slow to adopt the product.

INSIGHT

Millennials are more resistant to advertising in its common forms and were not interested in payment companies. They were, however, interesting in escaping routines; the ordinary moments of their lives and responsibilities, and longed for shareworthy moments that made them feel alive.

We saw an opportunity to connect the brand and Masterpass as a shortcut to access #LITmoments.

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THE IDEA

#LITmoments. An acronym of the youth for 'living in the moment' which act as a synonym for amazing and awesome. We let anyone that signed up for Masterpass during the campaign period instant access to #LITmoments including free tickets to an exclusive Chainsmokers concert at Marina Bay Sands. 

RESULTS

Throughout the campaign we reached 100% of the target audience in Singapore. Nearly 500K social media engagements with the campaign, and 250k unique engaged users led to 40K registrations for Masterpass. This represented 2x the monthly average.

The Chainsmokers were the perfect act for the demographic with a carefree feel good anatomic approach to life. Once you registered for Masterpass we asked you to upload on Facebook your image of you and your squad having a #LITmoment. From there we selected some winners to meet and greet the Chainsmokers and for one special person, a once in a lifetime experience.