Mastercard PayPass (contactless) launch
(2011 - 2013)
Brand
Mastercard
Project deliverables
Business Strategy; Marketing Strategy; Media Strategy; Merchant Strategy; Creative Idea; TVC; OOH; In-Store; PR
To drive adoption, the launch focused on showcasing the ease and convenience of using the contactless technology.
↳Content
We partnered with trusted national merchants such as;7-Eleven, JB HiFi, Event Cinemas, Caltex, Coles to demonstrate our card technology and acceptance locations. These merchants were strategically chosen for their strong appeal to the younger target segment, frequent visits to drive repeat usage, and lower transaction values to encourage adoption and alleviate safety concerns associated with tapping a card.
Within 4 years, 35% of active cardholders were generating over 100 million transactions per month and AUD$3Bn+ in card spend. 7 out of 10 Mastercard transactions in store were done with PayPass.
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