Mastercard

Despite years of advertising the convenience and safety using Mastercard Contactless payments, New Zealanders just weren’t adapting to Tap & Go™. Our brief was to transform the purchasing behavior of New Zealanders from a card-inserting, pin punching nation, to a country of proficient tappers.

In New Zealand, Rugby Union is religion and the country’s former captain Richie McCaw, is a god. So we leveraged the one uniting hope of the nation­ – to bring Richie McCaw back to the field one last time. Quite simply, we asked New Zealanders to ‘tap’ their Mastercard, as their preferred payment method, with each tap becoming a greater chance for their hometown to take on Richie McCaw’s team in the ultimate game of touch rugby.
‘Tap For Your Town’ evoked a sense of home pride for New Zealanders, making tapping a town duty as locals across the nation competed for a chance to see and play their hero. The campaign has been supported via TV, outdoor and point of sale, along with digital and targeted social executions. Free media and PR produced the biggest boost with the campaign being talked about and spread throughout major press and TV shows.