Tap For Your Town
Client: Mastercard
Agency: McCann Australia
For years, New Zealand’s small towns have been losing people to bigger cities, leaving a devastating impact on local economies. Businesses were struggling due to spending going to big cities and the rise of online shopping.
The idea was to bring rugby legend Richie McCaw out of retirement to play a game against a town’s local team and fuel a tapping frenzy. The town with the most Mastercard taps would win.
Tap For Your Town took Mastercard’s payment technology, that was already in every town but wasn’t being used, and turned it into a mechanic.
During the 10-week campaign, we measured real time tapping data from 66 towns to create a leaderboard, then used this data by creating more than 400 town-specific creative posts in geo-targeted and geo-fenced social media. When Queenstown emerged victorious, the game was broadcast to the entire nation on Facebook Live.
Bringing communities together and stimulating local economies.
