CategoryB03. Use of Social Platform(s) in a Promotional Campaign
Entrant Company McCANN WORLDGROUP Singapore, SINGAPORE
Advertising Agency McCANN WORLDGROUP Singapore, SINGAPORE


Name Company Position
Ali Grayeli Mccann Worldgroup/Singapore Executive Creative Director
Reinald Chee McCann Worldgroup Singapore Art Director
Vanessa Heng McCann Worldgroup Singapore Copywriter
Johannes Erlach McCann Worldgroup Singapore Regional Senior Account Executive
Meenakshi Mirji McCann Worldgroup Singapore Regional Account Director
Stephanie Anindita McCann Worldgroup Singapore Regional Senior Account Manager
Adam Denny McCann Worldgroup Singapore Head Of Strategy
Racha El Saadaoui McCann Worldgroup Singapore Regional Business Director
Ben Hartman Octagon SEA General Manager
Tuomas Peltoniemi TBWA\Digital Arts Network President, Asia
Jacqueline Pavich Carat Asia Pacific International Client President

Brief Explanation

We created a campaign aimed at activating cardholders in the Asia Pacific Region through an online promotion of reuniting with their long lost loved ones. With the help of Hugh Jackman we created an online call to action film on the MasterCard Facebook page asking cardholders to tell us with whom they want to reunite with during New Year’s Eve and where. We selected winner from the stories submitted online in each country and reunited them with their loved ones. The reunions we captured on film and promoted online to help with our objective of engaging with cardholders.

The Brief

Objective: position MasterCard as the card of choice for cross border travellers. Challenge: create an eye-catching story, as we knew audiences online don’t watch anything less than inspiring. Strategy: own New Years Eve, one of the most emotional moments of the year, and help cardholders see the true desire of MasterCard in helping them make it Priceless.

Describe the success of the promotion with both client and consumer including some quantifiable results

Throughout the campaign we actively engaged with an audience of 3.2 million and drove 3 million clicks to MasterCard’s merchant partners with over 890 million impressions across Facebook, Twitter, Weibo and other Chinese media platforms. Our videos were viewed more than 3.4 million times. The engaging contest to win a Priceless New Year’s Eve and reunite with loved ones at the stroke of midnight, promoted by Hugh Jackman, sparked 1606 cardholder to share their stories with us. Audience learnings and continuous performance analysis through social listening allowed for more precise and relevant targeting of offers, resulting in a total of 3 million clicks to merchants against a click-through rate that was 612% higher than our benchmark.

Explain why the method of promotion was most relevant to the product or service

We believe the most Priceless moments are created when people who share special bonds come together. The truth is over time, even the closest of bonds drift apart, especially when the person is halfway around the world. That’s why; we launched Priceless Surprises for cardholders to rekindle old bonds by surprising their loved ones anywhere in the world on New Year’s Eve. 1 On social media, people told us who they’d love to reunite with. 2 We picked the best stories from over 1605 entries, all over the region. 3 Winners from 6 cities were flown across the globe to surprise their loved ones.