Mastercard The Smart Way to Pay
When we took on the Mastercard account, we’d never have thought we’d see the brand and the world of horror collide. But it did. Thanks to a challenge they gave us in Indonesia.
THE BACKGROUND
Mastercard wanted to grow its share in Indonesia’s exploding e-commerce scene. But it had two problems. One, they were a foreign brand up against a myriad of aggressive local e-payment companies. Two, research showed there were myths around cards that was preventing usage.
Good news is, paying online with a card has clear advantages – it’s simpler, faster and easier than any other e-payment method in Indonesia. So, to get Indonesians using Mastercard, we needed to bust these card myths and educate people about the benefits of paying online. And we had a bonus challenge - we had to do this using local celebrities.
THE IDEA
In coming up with the idea, we thought hard about how to leverage their clout to build brand love for Mastercard. The idea of situating the campaign in a fictional, behind-the-scenes horror movie shoot was inspired by Indonesians’ love for genre – it’s one of the most popular movie genres – and by the choice of celebrities themselves.
Friends in real life, Prilly Latuconsina is an A-lister who shot to stardom through horror films, while Raditya Dika is a stand-up comedian turned movie star and director with a penchant for the paranormal. We were thrilled to discover they had starred in a successful 2016 horror-comedy film together, and social listening revealed fans wanted more.
It gave us the perfect opportunity to use them not as talking heads but in a way that matched their image and engaged their fans. With both of them behind-the-scenes in movie setting, they could be themselves, and through their banter and the situations they were in, show fans how Mastercard is the smart way to pay online in an entertaining way.
This campaign just launched in Sep 2019. More updates to come.
WATCH THE TRAILER
One week before the campaign launch, we released a teaser in the style of a movie trailer through the Instagram accounts of our two celebrities to ramp up the intrigue. 🎥🎞️👻VOLUME ON PLEASE
Fans were thrilled they were collaborating together again, and engagement and anticipation soared on our celebrities’ Instagram feed.
We also released movie style posters on social to spark intrigue and hint at the campaign to come
Headline translation: Only smart can save them now. Coming 2 September 2019.
And we got fans even more excited with celebrity-led teaser posts, which gave them a glimpse of the world and got them guessing where the celebrities were and what they were doing.
Fans went wild with their guesses
We got their interest piqued. Many thought they were shooting Hangout Part 2, the movie they starred previously together. Here are some of the best reactions translated:
“I can’t wait!!!! Makes me miss the film Hangout.”
“Is this Hangout 2?”
“Hangout 2 please”
“Waaaah! I can’t wait for your new project.”
“What project is this, Prill? Makes me want to watch it since both
you and Raditya are on it.”
CAMPAIGN LAUNCH: THE FILMS
We made 6 films to bust 6 myths around card usage, with the goal of educating Indonesians about Mastercard as the Smart Way to Pay. No one will ever get to see the movie we were “shooting”, but we wrote the films such that the entire plot could be guessed by fans after watching the 6 films.
These films are running on national TV through 2019, as well as online.
Film 1: Pay for anything, anywhere online with Mastercard
Film 2: Get rewarded every time you pay with your credit Mastercard
Film 3: Make online payments securely with One-Time-Passwords
Film 4: Pay for any amount, big or small, online with Mastercard
Film 5: Pay faster online in just a few simple steps with Mastercard
Film 6: Save your Mastercard details online to pay without your card
We leveraged on the clout of the celebrities to help us promote the films and to drive awareness and usage of Mastercard.
FAN REACTIONS ON THE FILMS
“I’ve watched this multiple times, and I’m still not tired of it.”
“Thought it was an ad for something scary but it’s not. Heehehehehe”
“Please post another version of this ad.”
“I saw the ad. I even saw your Mastercard Credit Card.”
The Insta-Rewrite
Engaging with fans further, we launched never-seen-before edits on Instagram, giving fans the choice to decide how they wanted the story unfold. Released over 3 days, part 1 and 2 were posted as an Insta Story so fans could vote on what happened next, while the full story was revealed as a post to drive online payments with Mastercard.
Out-of-Home
We knew people in Jakarta suffer from the world’s worst traffic jams. So reaching out to them while they were stuck in traffic was an opportunity to show how online payments with Mastercard can be useful in their lives — they wouldn’t have to drive to malls to shop when shopping can come to them.
OOH: In-trains & Digital Screens
We also reached out to cardholders while they were travelling in the trains, which gave them lots of time to whip out their Mastercards and start shopping online.
