Mastercard launched a campaign in Singapore that saw it use real-time feeds at bus stops in the country’s Central Business District and shopping district, Orchard Road, to promote new travel-based payment products.
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 brand's transit solutions, which allows 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”, while “Finally an empty bus, but your fare card’s empty too” was displayed during the morning peak hour.
“As the first international payments network to enable this convenience for Singapore’s commuters, Mastercard looked at innovative ways to educate and inform both residents and visitors about this new transit payments solution,” said Deborah Heng, the country manager for Singapore at Mastercard.
"A consumer-centric approach is at the heart of our business and our partnership with JCDecaux not only helped us reach our audience in a targeted and creative manner, but also helped us establish a strong presence among commuters in these prime areas."