Debit Mastercard Priceless Music Program
(2009 - 2011)
Brand
Mastercard
Project deliverables
Marketing Strategy; Media Strategy; Artist Negotiation; Creative Idea; TVC; Digital; Social; Website; Concert Production; PR
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To connect with the target Gen Y segment, we tapped into their passion for enjoying live music with friends, demonstrating that using a debit Mastercard could provide unique music experiences that ‘money couldn’t buy’.
↳Content
We hosted exclusive, intimate live music events featuring global and local artists like Bloc Party, Birds of Tokyo, and Empire of the Sun. The events' appeal was boosted by offering a limited number of tickets available only through online purchase with a Debit Mastercard.
After three years, over 4 million debit cards were in circulation, achieving a 15% share of debit card spend. Brand preference increased 9%, card ownership increased 19% and top-of-wallet usage increased 9% and surpassed Visa.
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Outdoor / Press
