Mastercard-
The Smart Way to Pay

Mastercard wanted to grow its share in Indonesia’s exploding e-commerce scene. But it had two problems. One, they were a foreign brand up against a myriad of aggressive local e-payment companies. Two, research showed there were myths around cards that was preventing usage.

Good news is, paying online with a card has clear advantages – it’s simpler, faster and easier than any other e-payment method in Indonesia. So, to get Indonesians using Mastercard, we needed to bust these card myths and educate people about the benefits of paying online. And we had a bonus challenge - we had to do this using local celebrities.

In coming up with the idea, we thought hard about how to leverage their clout to build brand love for Mastercard. The idea of situating the campaign in a fictional, behind-the-scenes horror movie shoot was inspired by Indonesians’ love for genre – it’s one of the most popular movie genres – and by the choice of celebrities themselves.

THE CAMPAIGN

Friends in real life, Prilly Latuconsina is an A-lister who shot to stardom through horror films, while Raditya Dika is a stand-up comedian turned movie star and director with a penchant for the paranormal. We were thrilled to discover they had starred in a successful 2016 horror-comedy film together, and social listening revealed fans wanted more.

It gave us the perfect opportunity to use them not as talking heads but in a way that matched their image and engaged their fans. With both of them behind-the-scenes in movie setting, they could be themselves, and through their banter and the situations they were in, show fans how Mastercard is the smart way to pay online in an entertaining way.

Agency: Mccann
Creative Director: Angie Featherstone and Eirma Webster
Art Director: Christie Lee, Jerry Li
Copywriter: Pei Ling

Teaser 

Celebrity-led Teaser Posts

Two weeks before campaign launch, we got fans excited with celebrity-led teaser posts.
Prilly and Raditya teasing fans about what they’re doing together on set and create
excitement about Raditya and Prilly making a “movie” together.

Fans went wild with their guesses

Fans were thrilled they were collaborating together again, and engagement and anticipation soared on our celebrities’ Instagram feed. Many thought they were shooting Hangout Part 2, the movie they starred previously together. Here are some of the best reactions translated:

“I can’t wait!!!! Makes me miss the film Hangout.”

“Is this Hangout 2?”

“Hangout 2 please”

“Waaaah! I can’t wait for your new project.”

“What project is this, Prill? Makes me want to watch it since both you and Raditya are on it.”

Teaser Poster

We released movie style posters on social to spark intrigue and hint at the campaign to come

Headline translation: Only smart can save them now. Coming 2 September 2019.

PR

Photos of the BTS film production is deliberately leaked to news networks, gossip publications and bloggers for online sharing, to drive awareness of Mastercard’s upcoming campaign with Prilly and Raditya.

Campaign Launch

We made 6 films to bust 6 myths around card usage, with the goal of educating Indonesians about Mastercard as the Smart Way to Pay. No one will ever get to see the movie we were “shooting”, but we wrote the films such that the entire plot could be guessed by fans after watching the 6 films. These films are running on national TV through 2019, as well as online.

We leveraged on the clout of the celebrities to help us promote the films and to drive awareness and usage of Mastercard.

Fan reactions to the films

“I’ve watched this multiple times, and I’m still not tired of it.”

“Thought it was an ad for something scary but it’s not. Heehehehehe”

“Please post another version of this ad.”

“I saw the ad. I even saw your Mastercard Credit Card.”

Film 1: Pay for anything, anywhere online with Mastercard




Film 2: Get rewarded every time you pay with your credit Mastercard




Film 3: Make online payments securely with One-Time-Passwords




Film 4: Pay for any amount, big or small, online with Mastercard




Film 5: Pay faster online in just a few simple steps with Mastercard




Film 6: Save your Mastercard details online to pay without your card

The Insta-Rewrite

Engaging with fans further, we launched never-seen-before footage on Instagram, giving fans the choice to decide how they wanted the story unfold. Released over 3 days, part 1 and 2 were posted as Insta Stories so fans could vote on what happened next, and the full story was revealed on day 3 as a post to drive online

Part 1:
Fans could choose “GO INSIDE” or “RUN”

Part 2:
Fans could chose “GO INSIDE”on day 1. Today, they could choose “MAKE FRIENDS” or “FIGHT”.

Part 3:
The full story revealed after fans chose “MAKE FRIENDS” on day 2.

Shopping Spree with Mastercard

Escape the horror of online shopping risks and catch some scary good deals on 12.12! Use your Mastercard, the fast and safe way to pay online. Learn how at mastercard.co.id/gayacerdas

Out-of-home

We knew people in Jakarta suffer from the world’s worst traffic jams. So reaching out to them while they were stuck in traffic was an opportunity to show how online payments with Mastercard can be useful in their lives — they wouldn’t have to drive to malls to shop when shopping can come to them.