Five years ago, Mastercard (Thailand) launched an advertising campaign to introduce Tap & go and build brand affinity with the Thai audience. The campaign was an adaptation of the global idea. However, according to the client, this effort did not connect with the local audience. This time the client decided to split the budget and focus on individual local markets in Asia. Under the “Not Yet Successful” concept, our team highlighted how Mastercard always encourages people to venture out of their comfort zone and try new experiences. Like most new endeavors, you might not find success at first, but you will be if you are consistent in doing it. And the reward, in the end, is priceless. Moreover, with the contactless Tap & go card, the audience can do it conveniently and hygienically without the fear of Covid-19. After a few weeks of the launch, our clients told us the campaign was well-received by the audience and their global review committee. And this Mastercard Tap & go, from Thailand, will be their SEA regional campaign. (Well done, team!) Big thank you to our client for sharing the good news and letting us be a part of your fantastic brand. Agency: McCann/MRM
