Protection No Matter The Impact | Mastercard

Client: Mastercard

Brief: How do we get people to always put Mastercard “front of wallet”? In our new digital world, simple, secure, and smart transactions have never been more important. Yet, with several (recent) high-profile cyber breaches and a significant increase in scams, consumer confidence and trust are being challenged. They need to educate consumers and small business owners on the importance of online/digital payment security, and the role Mastercard can and does play in supporting transactions - its best-in-class security innovations & technology developed by Mastercard, that Mastercard users have access to (see ‘further info’ for more details). This is an opportunity for Mastercard to build brand trust and critically, drive preference, while encouraging cardholders to actively think about payment security when shopping.

Insight: People know the importance of financial security. However, Mastercard security is incredibly difficult to visualise or feel.

Idea: ‘Showcase mastercards security through entertainment conversation’

Execution: We will showcase Mastercard's security in a way that resonates with contemporary culture by embedding a visual representation of an unbreakable safe within the upcoming ‘The Office’ Australia series leading simultaneously to a PR stunt within the Sydney CBD after the series finale. This safe is featured as a impenetrable item that no one has been able to open within the storyline and then the PR will showcase the physical safe set up to be seen to have been pushed out of an office building onto a taxi but still intact, this will serve as a metaphor for Mastercard's robust security features.The PR will be set up overnight and discovered in the morning. After the discovery we will have the cast of the office take over mastercards social media take over to provide commentary and insights into the stunt, aswell as encourage engagement with live polls, experience stories and questions.