Eirma Webster

When Mastercard launched debit cards in Indonesia in 2018, they had a problem. Indonesian millennials love shopping online but pay offline. Why? Fear of fraud. Paying offline in Indonesia means getting stuck in the world’s worst traffic jams just to draw out cash at ATMS, or making cumbersome bank transfers. It’s a huge inconvenience.

To convince the digitally savvy that paying online with Mastercard is safe and convenient, we couldn’t just tell them, we had to prove it.  

So we found Tarra Budiman, an influencer who was about to become a dad in 3 months. Placed him under “house arrest” with just a debit Mastercard. And challenged him to transform his mancave into a nursery in just 3 days. All this, captured on Facebook and Twitter live.  

Through live demonstrations of Mastercard’s safety and security features, mixed with product giveaways, help from fans, and the social clout of our influencer, this campaign exceeded our benchmarks.

RESULTS

750,000 website visits

24.6 million reached

59% engaged
with our content twice

OOH Digital Billboard

Indonesians spend a lot of time in traffic jams, so we reached out to them there and told them they could end it if they started making payments online.