| Title | FIND YOUR PRICELESS SURPRISES THIS GSS |
| Brand | MASTERCARD WORLDWIDE |
| Product / Service | MASTERCARD |
| Category | C01. Integrated Campaign Led by Promo & Activation |
| Entrant | McCANN WORLDGROUP Singapore, SINGAPORE |
| Entrant Company | McCANN WORLDGROUP Singapore, SINGAPORE |
| Advertising Agency | JACK MORTON WORLDWIDE Singapore, SINGAPORE |
| Media Agency | UNIVERSAL McCANN Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Deborah Goldingham | Mastercard Worldwide | Head Of Marketing/South East Asia |
| Alberina Sim | Mastercard Worldwide | Consumer Marketing/Singapore |
| Asher Wen | Mastercard Worldwide | Consumer Marketing/Singapore |
| Joan Chui | Mastercard Worldwide | Consumer Marketing/Singapore |
| Ben Israel | Mccann Singapore | Business Director |
| Stephanie Anindita | Mccann Singapore | Senior Account Manager |
| Keith Koh | Mccann Singapore | Senior Account Executive |
| Karl Bates | Mccann Sydney | National Planning Director |
| Subhendu Mukherjee | Mccann Singapore | National Planning Director |
| Gen Cruz | Mccann Singapore | Associate Planning Director |
| Danny Higgins | Mccann Singapore | Chief Ideas Officer |
| Ali Grayeli | Mccann Singapore | Executive Creative Director |
| Reinald Chee | Mccann Singapore | Art Director |
| Vanessa Heng | Mccann Singapore | Copywriter |
| Nigel Lauw | CRAFT Singapore | Traffic Co/Ordinator |
| Rebecca Hallett | Jack Morton Worldwide | Executive Producer |
| Jeff Franco | Universal Mccann Singapore | Associate Director |
| David Huswitt | Mercerbell | Account Director |
| Lauren Hendry Parsons | Weber Shandwick | Senior Account Manager/Consumer |
| Sinéad Mcevoy | Octagon Singapore | Account Director |
The MasterCard Find Your Priceless Surprises campaign was about bringing the oversold shopper a fresh way to experience GSS. We had to overcome huge barriers: a weak retail economy (down 6% YOY); slow tourism spend (6% drop in shopping, 2% drop in dining); and a general skepticism of GSS. Despite the challenges we had to deliver a creative campaign that encourage people to shop during GSS and spend with their MasterCard. The business objective was to increase brand awareness (buzz) and transactions (sales).
Shoppers told us they wanted more than a great bargain. They needed a thrill. The thrill of something unexpected, a great find, a surprise. So we set out to tell a diverse audience island-wide that every time you shop with MasterCard this GSS, there is a Priceless Surprises waiting for you around every corner. All you had to do was shop with your MasterCard, find the Priceless Surprises Machine, and redeem their Priceless Surprises. We told this story across all platforms including Print, OOH, Digital, Social, Radio, WOM, POS, and on-ground.
We had two objectives: create buzz and drive sales. By mid-GSS we knew we had excelled on both. In one month, we gave away 3,000 Priceless Surprises. Wherever the MasterCard Priceless Surprises Machine was, we were met with long queues. On Facebook, people thanked MasterCard for their Priceless Surprises, some asked for the next location of the Priceless Surprises Machine, and a few expressing disappointment for missing out. We drove up fan base by 26% and our content reached 5 million people. Most importantly, by mid-GSS we had driven $1.1 billion in spend, 10.5% more than last year.
Priceless Surprises offered us a chance to do something new with GSS and present shoppers with a fresh experience brought to you by MasterCard. Because they are exclusively for MasterCard cardholders, Priceless Surprises gave people an additional incentive to choose MasterCard when paying for their purchases. It made existing cardholders feel delighted, surprised and happy and created card envy for those who do not have a MasterCard.