Malaysian Media Awards Winners Showcase

2011 | |

Augmented Reality Unlocks Priceless Shopping Discoveries

Advertiser: Mastercard Worldwide
Brand: Mastercard
Creative Agency: McCann Worldgroup (Singapore) Pte Ltd
Credits: Jenny Au (Associate Director), John Lee (Media Planner), Faridah Ismail (Media Buyer), Stella Lui (Account Director, Universal McCann SG), Gesella Ang (Media Manager, Universal McCann SG), Evie Loo (Vice-President, MasterCard Worldwide SG)

DIG - Augmented Reality Unlocks Priceless Shopping Discoveries

As official credit card for Malaysia Mega Sale, MasterCard was positioned as the gateway to priceless shopping discoveries. However share of wallet was difficult to build in a fickle category, where young urban affluents often changed their mind at the point-of-purchase, and being first out of wallet was key.

We discovered that in the age of i-pad and i-phone, our young urban affluents actively seek &enjoy novel stimulating tech experiences. We decided to embed a unique augmented reality application to engage their attention with MasterCard shopping discoveries. Mid Valley is the largest mall in Malaysia and at the time of mega sale our segment throngs the mall for the ultimate retail therapy of all providing the perfect backdrop.

The Augmented Reality set up was hooked onto a big screen, whereby users need to flash their MasterCard to as the key to the inviting experience. Inside curious users could navigate a journey of surreal experience through 4 categories of priceless delights – Wellness, Travel, Dining & Retail – discovering exciting offers and embedded MasterCard promotions. This experience brought alive the seductive pleasures of shopping, among a mindnumbing wallpaper of shopper promotions in the period.

An estimated 12,000 people engaged with the novel experience during the Megasale. Total number of transactions via MasterCard saw a 9% increase from last year. MasterCard exceeded all expectations by recording 34% growth in GDV during the period – its highest ever.