Advertiser: MasterCard Brand: MasterCard Mega Sale Creative Agency: - Credits: Susan Lim (Assistant Manager), Chek Yin Huay (Planner), Chew Kagee (General Manager), Peter Choo (Chief Executive Offiver, Executor)
2009 Visa spends 130% of MasterCard, with intension to dominate share of wallet during high spending period i.e Mega Sale. Visa has been known to deploy ambush tactic during this period. The challenge was to help MasterCard to defend against competition, break-the-clutter & create buzz during Mega Sale.
Credit card – “first-out-of-wallet” is the most important driver of spending. MasterCard dominance the last mile through various OOH points within key shopping district in Klang Valley. SHOPPING BAG IS THE BEST REMINDER FOR “FIRST-OUT-WALLET”. We trigger the pleasure of shopping over-flowing via creating giant shopping bags icon that filled with goodies and placed at the busiest shopping district in town.
MasterCard giant shopping bags icons were placed at strategic high traffic and busiest corner of Pavilion and Lot 10. The icons became an instant shopping landmark at the heart of the Golden Triangle, throughout the Mega Sale period.
In the year of recession with high competition from VISA and a budget cut of 50%, MasterCard still managed to record an amazing growth of 2%, compared to MMSC 2008.