Mastercard: Tap & Go by Posterscope, Carat & JCDecaux

Mastercard launched a campaign in Singapore that saw it used real-time feeds at bus stops in the country’s Central Business District and shopping district, Orchard Road to target commuters at specific moments along their journeys

The activation, which was part of Mastercard’s Tap & Go campaign and created with the help of JCDecaux Singapore, Posterscope and Carat, wanted to raise awareness for the launch of the brands transit solutions which enables commuters to use their Mastercard contactless cards or mobile wallet to pay for bus and train rides in Singapore.

It used contextual ads to relate to commuters based on time of day and weather by showing them what they would encounter at different times throughout the day.

For instance, the ad copy displayed during the evening peak hour was “Found a spot on the bus but not a cent in your fare card”, whereas “Finally an empty bus, but your fare card’s empty too” was displayed during the morning peak hour.