Creativity

Mastercard uses Indonesian's love of horror movies for e-payments ad

By Taruka Srivastav | Reporter

MasterCard

|

Creative Works article

September 23, 2019 | 3 min read

Mastercard has partnered with McCann Worldgroup, Carat Media and Weber Shandwick with the aim to expand its e-commerce payments market.

As part of the partnership, they have unveiled a horror movie-like trailer featuring Prilly Latuconsina and Raditya Dika who featured earlier in the 2016 horror film 'The Hangout.'

In the ad, both have been stranded in a jungle and they then enter a ghost house. At the ghost house, they are shown fighting back with the ghosts.

Mstercard leverages Indonesians love for horror movies in new campaign

Mstercard leverages Indonesians love for horror movies in new campaign

According to Rustom Dastoor, senior vice president, head of marketing and communications, Asia Pacific, Mastercard, horror is the most loved genre in Indonesian cinema, and it gives the campaign a unique platform to deliver insights about smart ways to shop online through an entertaining format.

He added: "With a different situation getting solved behind-the-scenes on set with Mastercard, the six films reinforce Mastercard’s global strategy of enabling consumers to Start Something Priceless, no matter where they are or what they’re doing.”

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The campaign further aims to, as a local partner of the government, bring the country closer to Indonesia’s Payment System 2025 Vision according to Safdar Khan, division president for Indonesia, Malaysia & Brunei, Mastercard.

The campaign will run across TV, OOH, online videos, digital banners, issuing banks and a comprehensive social roll-out.

Chris Galea, regional business director, McCann Worldgroup said: “We wanted to work with Prilly and Raditya in a way that matched their image. So we thought, let’s put them together again in a behind-the-scenes setting where they can be themselves, and use their banter to educate people on why Mastercard cards is the smart way to pay when it comes to online shopping."

MasterCard: Smart Way to Pay by McCann

By MasterCard

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