Mastercard Indonesia creates fake horror film trailer in new campaign for e-payments 

A new campaign for Mastercard in Indonesia created by McCann Worldgroup was built around the trailer for a fictional horror film. Launched on August 28, the trailer featured popular Indonesian actors Prilly Latuconsina and Raditya Dika who had previously starred in a horror-comedy hit ‘The Hangout’. 

The trailer was followed by six behind the scenes films which feature the actors from the fictional horror film highlighting the benefits of using Mastercard.

 

 

 

Speaking about the campaign, Mastercard Asia-Pacific senior vice president and head of marketing and communications Rustom Dastoor said: “Mastercard is committed to Indonesia’s national cashless agenda, helping consumers make the shift to the convenient, safe and smart way of paying online with debit and credit cards. 

“Working closely with Raditya and Prilly, from concept ideation and scripting to filming the campaign was a delightful exercise. 

“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. 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.”

Speaking about the creative approach McCann Worldgroup regional business director Chris Galea 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.”

The campaign will include television, OOH, online videos, digital banners and social media, besides assistance from issuing banks. 

Credits:

Group creative director: Eirma Webster

Group creative director: Angie Featherstone

Creative director: Mohamad Khadafi

Senior art director: Jerry Li

Junior art director: Christie Susanto

Senior copywriter: Ashok Narandran

Junior copywriter: Ng Peiling

Regional planning director: Judd Labarthe

Planning director: Manasi Trivedi

Regional business director: Chris Galea

Regional group account director: Elisa Tsang

Senior account manager: Ho Jie Wei

Account executive: Nadhira Saleh

Regional digital director: Felipe Oliviero

Social media manager: Shruti Gattani

Associate channel manager: Alicia Kosasih

Executive producer: Melly Damayanti

DI and print production manager: Darren Soong

Studio manager: Ivy Yap

Director: Eugene Panji

Production house: 25 Frames

BTS production house: Highangle Productions

Audio house: Fuse Aventures In Audio

Media agency: Carat Asia-Pacific

PR agency: Weber Shandwick