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McCann Singapore creates musical campaign for contactless payments via Mastercard

McCann Singapore has created a new campaign for Mastercard to mark the launch of its contactless debit and credit payments on the local transport system.

The campaign highlights the frustration of having to top up travel cards, picking up issues like being stuck in long queues and frustrating last-minute u-turns that usually accompany inadequate balance.

The campaign features Sandra Riley Tang from local band, The Sam Willows.

The campaign will play out over Facebook, Instagram and out of home placements at train stations and bus stops. The train stations will also be used as media channels with the songs playing over the public announcement systems through May 2019.

McCann Worldgroup group creative director Eirma Webster and Angie Featherstone said: “Rather than focus on negative travel experiences, we chose to highlight the benefits of Mastercard’s contactless payments with quirky songs that were inspired by the small frustrations that people face every day.

“No more queuing, no more awkward U-Turns at the gantry, no more delays when you’re already late. When you tap and go, your journey becomes just that little bit smoother.”

Mastercard Singapore country manager Deborah Heng said: “We’re joining cities like London, Sydney, Vancouver, Kaohsiung, Kiev and Milan, where commuters enjoy seamless, hassle-free journeys thanks to contactless payments.

“This drives seamless commerce across different platforms as consumers can go about their daily activities with just a Mastercard in hand — from taking public transport to dining out and shopping.”

Credits:

Account director: Lee Wei Jiin
Account executive: Nadhira Saleh

Senior account manager: Ho Jie Wei

Regional group account director: Elisa Tsang

Regional business director: Chris Galea

Regional planning director: Judd Labarthe

Planning director: Mapaul Manalo

Operations director: Lesley Chelvan

Executive producer: Andrea Ferronato

Producer: Yvonne Lee

DI and print production manager: Darren Soong

Group creative director: Angie Featherstone

Group creative director: Eirma Webster

Senior art director: Keshav Bhat

Senior copywriter: Ashok Narandran

Studio manager: Ivy Yap

Production house: Curious Film

Audio production house: Zendyll Productions

Still photography: Alvin Tan, Teo Studios

Media agency: Carat

PR agency: Weber Shandwick

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