The Campaign

To create an online video, containing highly emotional content, which will appeal to Thais and encourage a high level of engagement, including shares, in order to reach a wide audience and create some buzz: The video’s narrative centres around a family gathering at a restaurant, to celebrate a son’s birthday. As is customary, a cake is brought out for the son, and the family sings Happy Birthday to him. However, during the song he gets up and leaves the room, much to the bewilderment of his father, only to return with another birthday cake. He then presents this cake to his father telling him that, as well as being his own birthday, this is also the day his dad became a father. The video is cut with scenes of the son reminiscing over previous birthday celebrations and the fact that he has never really shown his appreciation to his father.

Creative Execution

he campaign was run over a two week period, launching a week before the long Father’s Day weekend (alongside the King’s birthday celebrations) and was promoted on MasterCard Thailand’s Facebook page, using paid media, optimised to reach the target demographic, The sequence of online campaign activity was a series of posts, boosted with optimised paid media: • Father’s Day video posted to MasterCard’s timeline • 5 x individual, relevant Priceless Thailand merchant offer posts, all activated at the same time (as dark posts, not appearing on the timeline), with a call-to-action that linked to the associated offer on the Priceless Cities website. The emotional connection established via the online video would present the target audience with a reason to engage with the subsequently promoted offers, which were chosen as suitable for a family gathering/celebration, e.g. 20% of a restaurant bill, or an extra night free at a luxury getaway resort.

Happy Birthday, Happy Father’s Day Video Video Views • Industry Benchmark - 2M views • Actual Campaign - 4.9M views • Performance - +2.9M views Average VTR • Industry Benchmark - 15% • Campaign - 16.9% • Performance - +1.9% Average CTR • Industry Benchmark - 1% • Campaign - 1.5% • Performance - +0.5% Average Engagement Rate • Campaign - 16.92% Campaign hit objectives in terms of: • Brand Awareness through a high rate of engagement • Connecting Thai consumers to Priceless Thailand offers

The campaign was aimed at Mastercard’s usual demographic of mass affluent, 35-50 years old, established income earners. Specifically though, the campaign aimed to target sons and daughters who appreciate the sacrifices that their fathers have made for them over the years, working hard to pay for their school, home and holidays - they want to do something special for their dads. This group was targeted through a combination paid media optimisation, i.e. age, location, income, and creating content that would resonate with sons and daughters within this demographic, potentially those that themselves are mothers or fathers. By creating an emotional connection through the video, MasterCard could push relevant offers to its target audience, encouraging them to consider using the offers as a way of celebrating with their fathers, not just over the Father’s Day holiday, but at any time.