Mastercard wanted to dispel the misconception amongst consumers in Southeast Asia that paying with a debit or credit card gives them less control and security over their payments when they shop online. As proof, we were to demonstrate Mastercard’s array of security features that make it safe each time they pay.
We found that people in Southeast Asia carried out many protective acts in their daily lives. These habits, customs and cultural practices are performed with the hope of protecting what matters most to them. So we saw this as an opportunity to empathise with them, and prove that we understand and value the need for protection just as much.
Protection that Matters
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, we brought four unique stories to life through settings and characters seen across Southeast Asia.
Mastercard SecureCode™ gives you an added layer of protection.
Transaction alerts lets you keep an eye on your card activity.
E-commerce protection covers your orders against the unexpected.
Liability protection means you only pay for purchases you’ve actually made.
Each film depicted how people seek protection for something precious to them, before showing how Mastercard protects in a very similar way through one of its safety and security features.
A fifth film featured a montage of engaging vignettes showcasing the culturally inspired ways people protect what matters to them, drawing parallels to Mastercard’s own commitment to protecting its consumers.
Each of the five films was imprinted with Mastercard’s newly launched sonic branding. The distinctive six-note melody launched globally in February was incorporated into the music composed for each film, making them some of the first few works in the world to carry Mastercard’s unique sound.
The campaign was also translated into 4 different languages and launched in 5 markets across Southeast Asia, with a digital only approach, targeting e-commerce shoppers through contextual, interest and affinity targeting.
We employed a cross platform approach in the digital space to ensure consumers were exposed to the videos throughout their journeys, whether they were on social platforms, browsing through videos or websites, or getting their fix of daily news. We staggered the launch over the campaign period to target users with sequential messaging, keeping them engaged with the stories while educating them on Mastercard’s safety features.
RESULTS
In a category where consumers typically turn a blind eye, we managed to achieve brand lift in our markets across Southeast Asia.
They were results that proved our campaign message.
