Tap for your town.
Despite years of advertising the convenience and safety using Mastercard Contactless payments, New Zealanders just weren’t adapting to Tap & Go™. Our brief was to transform the purchasing behavior of New Zealanders from a card-inserting, pin punching nation, to a country of proficient tappers.
SOLUTION
In New Zealand, Rugby Union is the religion and the country’s former captain Richie McCaw, is God. So to get people to tap, we created the ultimate incentive – to bring Richie McCaw out of retirement.
‘Tap For Your Town’ made tapping a patriotic duty as locals across the nation competed for a chance to see and play their hero in a historic game of touch rugby, with the final game being broadcast on Facebook live.
Aside from reaching 97% of New Zealand through earned media, the 10 week campaign generated 13 million taps – a 48% increase year on year.
Case study
Idea board
30 second TVC
Town-targeted Facebook films from Richie
YouTube skippable pre-roll
Social media encouraged rivalry and more taps
