|Title||TAP FOR YOUR TOWN|
|Product / Service||CONTACTLESS PAYMENT|
|Category||B06. Use of Events|
|Entrant||McCANN SYDNEY, AUSTRALIA|
|Idea Creation||McCANN SYDNEY, AUSTRALIA|
|Media Placement||CARAT Sydney, AUSTRALIA|
|PR||ACUMEN REPUBLIC Auckland, NEW ZEALAND|
|Production||McCANN SYDNEY, AUSTRALIA|
|Additional Company||DIGITAL ARTS NETWORK Sydney, AUSTRALIA|
|Jerker Fagerstrom||McCann||Executive Creative Director|
|Adam Lee||McCann||Managing Director|
|Marcus Tesoriero||McCann||Creative Director|
|Ian MacDonald||McCann||Planning Director|
|Long Truong||McCann||Art Director|
|Loryn Garnsey||McCann||Group Account Director|
|Caroline Drury||McCann||Senior Account Manager|
|Colin Tuohy||McCann||Head of Broadcast|
|Matthew Flinn||McCann||Senior Editor|
|Cobie Dellicastelli||McCann||Digital Producer|
|Katrina Leo||McCann||Digital Producer|
|Terry Chisolm||McCann||Head of Craft|
|Rob Toscano||McCann||Digital Designer|
Tap For Your Town took Mastercard’s payment technology that was already in every town but that wasn’t being used, and turned it into a competition to win the event of the year. It gave all New Zealanders the chance to bring rugby legend Richie McCaw out of retirement to play a game against their town’s local team. The town with the most taps would win. During the 10 week campaign we measured weekly the 66 towns’ tapping data to create a leaderboard, using this data to fuel the frenzy with more than 400 town specific creative in geo-fenced social media. When Queenstown emerged victorious, the game was broadcast to the entire nation on Facebook Live.
A fully integrated campaign announced the Tap For Your Town event and kicked off a tapping frenzy. For 10 weeks, we then monitored the real-time tapping data and social media data of 66 New Zealand towns, fuelling the fierce local rivalries with town-targeted creative and social shout-outs from Richie himself, making tapping the talk of the town…in every town. When Queenstown emerged victorious with an incredible 11.2 taps per capita, this highly-anticipated event was heavily promoted on social media, including from Richie’s personal Facebook page, and picked up by national and local morning shows, news programs and newspapers. Richie’s team took on the Queenstown locals in a game broadcast to 480,000 New Zealanders on Facebook Live—making the event the biggest game of touch rugby in New Zealand’s history. Richie’s team won the game 11-10 in a thrilling overtime victory, but that was far from the only fantastic result.
The campaign reached 97% of New Zealanders while generating 48.3 million impressions (a number 10 times greater than the national population). During the campaign period, New Zealand towns together made 13.24 million taps, compared to 8.94 million taps in the same period in 2016 (an increase of 48% year on year). Monthly taps increased by 17% from 4.52 million to 5.29 million, monthly frequency increased by 11% from an average of 8.1 to 9.0 taps, and the penetration of tapping behaviour increased by 31,000 active cardholders from 531,000 to 562,000. These results are projected to deliver over 10 million additional transactions across next 12 months, equating to some NZD$212 million of value to Mastercard.
Tap For Your Town used real time data of actual Mastercard taps in retail stores, to create live progress reports of which town was leading with the most taps. Our algorithm translated the data into a tap per capita score to create an accurate and balanced leaderboard, effectively giving small towns the chance to compete against bigger towns. The campaign also used real time data to create town specific social posts encouraging towns who were behind to tap even more.
Our target audience was all New Zealander Mastercard cardholders. Rugby brings them together in their love of Richie McCaw but also divides, creating fierce inter-town rivalries. It wasn’t enough for New Zealanders to make one or two taps and then revert to their previous behaviour post campaign. We needed to create long-term behavioural change—which academic research contents requires sustained action for a minimum of 10 weeks to establish a new habit. To change the transaction behaviour of an entire nation, we made tapping more than just a way to pay, but a way to bring the event of the year to their town. Tap For Your Town gave all New Zealanders the opportunity to host an event and bring former All Blacks captain (and living legend of rugby) Richie McCaw out of retirement to play a game of touch rugby against their town’s local team, on their local ground.