MASTERCARD INDONESIA 2018 "CRIB TO CRIB"

TitleMASTERCARD INDONESIA 2018 "CRIB TO CRIB"
BrandMASTERCARD
Product / ServiceMASTERCARD E-COMMERCE / SAFETY & SECURITY
CategoryE01. Social Business & Commerce
EntrantMcCANN SINGAPORE, SINGAPORE
Idea Creation McCANN SINGAPORE, SINGAPORE
Media Placement CARAT Singapore, SINGAPORE
PR WEBER SHANDWICK Singapore, SINGAPORE
Production QRIOUS LAB Singapore, SINGAPORE

Credits

Name Company Position
Nicholas Handel McCann Worldgroup (Singapore) Pte Ltd CEO
Angie Featherstone McCann Worldgroup (Singapore) Pte Ltd Group Creative Director
Eirma Webster McCann Worldgroup (Singapore) Pte Ltd Group Creative Director
Peter Hibberd McCann Worldgroup (Singapore) Pte Ltd Creative Director
Preet Kaur McCann Worldgroup (Singapore) Pte Ltd Copywriter
Jerry Li McCann Worldgroup (Singapore) Pte Ltd Art Director
Marcel Fernandez McCann Worldgroup (Singapore) Pte Ltd Junior Copywriter
Alex Baker McCann Worldgroup (Singapore) Pte Ltd Business Director
Luke Tucker McCann Worldgroup (Singapore) Pte Ltd Regional Group Account Director
Mutch Wright McCann Worldgroup (Singapore) Pte Ltd Regional Senior Account Director
Cassandra Tan McCann Worldgroup (Singapore) Pte Ltd Senior Account Executive
Mapaul Manalo McCann Worldgroup (Singapore) Pte Ltd Planning Director
Shruti Gattani McCann Worldgroup (Singapore) Pte Ltd Social Media Manager
Alicia Kosasih McCann Worldgroup (Singapore) Pte Ltd Associate Channel Manager

Background

Like people everywhere, Indonesians have quickly fallen in love with online shopping. But unlike most people everywhere, most Indonesians pay for their online purchases with cash – either cash on delivery, or bank transfer. Why not pay with a card? 3 reasons: 1) Credit card penetration in Indonesia is pretty low, around 2%. 2) Around 30% of Indonesians have a debit card – but they think of and refer to these as “ATM cards” – made for withdrawing cash, no more. 3) Until recently, you couldn’t even use your debit card to pay online because for a combination of regulatory and other reasons, that functionality hadn’t been “switched on.” Now Mastercard has “gone live” online, so the brief to us was to excite Indonesians about how using their Mastercard debit card helps them realize more of the convenience potential of online shopping, in order to drive online transactions for Mastercard.

Describe the creative idea

Indonesians are used to, shall we say, less than perfect infrastructure; they willingly deal with a lot, in part with clever workarounds. So it wasn’t Mastercard’s place to point fingers or to ask snarky “why would you do that!?”-type questions. A better approach? A live demonstration of debit Mastercard’s powers, hosted by and leveraging the social clout of one of Indonesia’s favorite influencers, the multi-talented Tarra Budiman…who as luck would have it was about to become a dad for the first time. We gave him 3 days to transform the mancave in his house into a nursery – without ever leaving his home, and armed only with his shopping list, his mobile phone and his debit Mastercard. This “Crib to Crib” challenge would take place live on Facebook and Twitter Live. During this transformation, Tarra would demonstrate how easy, safe and convenient Mastercard makes it to shop and pay online.

Describe the strategy

Client segmentation data allowed us to zero in on 25-40-year-old digital savvy Indonesians – the highest potential group. They’re heavily reliant on technology to work around Indonesia’s infrastructure challenges, and to make their everyday lives more convenient. But making a dent in their deeply entrenched habit of using cash wasn’t going to be easy. To achieve our objectives, we had to: 1. Show, not tell; demonstrate safety and security in an authentic way to create credibility amongst the target audience. 2. Dramatize hyper-convenience; having everything you need without going anywhere. 3. Involve and engage Tarra’s loyal but attention-challenged followers. 4. Create strategic partnerships with e-tailers to communicate that debit cards can be used for any transaction, big or small.

Describe the execution

We kicked off the campaign on Tarra’s Facebook and Instagram accounts. He introduced his wife Gya, and shared their excitement about becoming first-time parents. A few days later, Tarra released a call for help video, where he explained he was in hot soup with Gya for forgetting to make room for the baby, and urged his fans to lend a hand. We created an event page so Indonesians could join his Facebook/Twitter Live room makeover, and get reminders to join in closer to the dates. During the 3-day live event, Tarra engaged and interacted with fans in real-time for 20 uninterrupted minutes. Live demonstrations and same-day deliveries proved safety and convenience. To drive engagement, he rewarded fans with big-ticket ‘mancave’ giveaways for correct answers to his live Q&A. Winners were announced immediately after each day’s live episode. He also shared Mastercard promocodes daily as a thank you to the audience.

List the results

The results of our campaign exceeded our set objectives. The information is in the confidential information section below.

Links

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