A new campaign from Mastercard and McCann Worldgroup Singapore focuses on some of the protective practices people in Southeast Asia use for luck.
Ad Nut is not a superstitious creature, and thus doesn't believe that a jade necklace or a crystal can keep one safe. But Ad Nut is happy to see these practices appearing in this campaign, because it's a relatively rare and happy event to see an international brand getting localisation so right—demonstrating a high level of cultural understanding without being patronising.
Ad Nut also has keen ears, and notes that Mastercard's audible, six-note "logo" is strongly in play throughout this campaign (for background see "Mastercard, Linkin Park and an earworm coming soon to a shop near you"). You'll find yourself humming it later, especially if you watch all of these shorter videos promoting specific card features:
The digital campaign is running in four different languages across five Southeast Asian markets, and the company is using contextual, interest and affinity targeting to reach e-commerce shoppers. The agency also says a cross-platform approach will will ensure consumers are exposed to the videos throughout their journey, and the launch of the videos will be staggered to achieve sequential messaging.
CREDITS
CEO: Nicholas Handel
Regional Business Director: Chris Galea
Regional Group Account Director: Elisa Tsang
Senior Account Manager: Ho Jie Wei
Account Manager: Koh YiLeen
Senior Account Executive: Du Jie Ying
Regional Planning Director: Judd Labarthe
Planning Director: Manasi Trivedi
Group Creative Director: Angie Featherstone
Group Creative Director: Eirma Webster
Senior Art Director: Joey Claroniño
Senior Copywriter: Ashok Narandran
Operations Director: Lesley Chelvan
Head of Broadcast: Clayton Lai
DI & Print Production Manager: Darren Soong
Creative Services Manager: Louiza Joseph
Studio Manager: Ivy Yap
Production House: Atypical Films
Film Director: Priscilla Ang Geck Geck
Post Production House: VHQ Singapore
Audio Production House: Fuse Adventures In Audio
Media Agency: Carat APAC
PR Agency: Weber Shandwick
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