Tap for your town.
Freelancing at McCann Sydney, I was given a great brief. Mastercard wanted to turn New Zealand from a nation that predominantly uses eftpos into one that is comfortable using Tap and Go™.
We had one asset – Richie McCaw, retired captain of the All Blacks and recipient of New Zealand's highest honour. Given Rugby is New Zealand's national religion, there's nothing more a Kiwi dreams of than seeing Richie play one last time.
We had one asset – Richie McCaw, retired captain of the All Blacks and recipient of New Zealand's highest honour. Given Rugby is New Zealand's national religion, there's nothing more a Kiwi dreams of than seeing Richie play one last time.
The 10 week campaign reached more than 97% of New Zealand through earned media and generated 13 million taps – a 48% increase year on year.
Idea board
Social media encouraged rivalry and more taps
