Singapore, 10^th June 2008 – JCDecaux, Singapore's leading outdoor advertising company, is working on a campaign to promote the usage of MasterCard cards at Singapore's most anticipated shopping extravaganza - the Great Singapore Sale (GSS). MasterCard is also the first advertiser to debut JCDecaux's latest Mallscape network addition, ION Orchard linkway, which runs for 4 weeks.

The campaign aims to support the nationwide sale event and add excitement since it is the 5th year that MasterCard is the official card of the Sale. Ensuring the message reaches its target audience of local and affluent cardholders, the campaign is seen on a network of 40 6-sheet posters and a dressed up bus shelter along Orchard Road opposite Liat Towers.

The objectives of the campaign are four-fold, namely to motivate consumers and create excitement about GSS, to position MasterCard as the card synonymous with GSS, to deliver an integrated GSS program with maximum impact through creative media buy, and to drive more transactions and higher spend from MasterCard cardholders. Through this campaign, consumers will be able to see the reward and motivation for shopping during the GSS with MasterCard with privileges and deals, as well as the chance to win the grand prize of S$100,000.

As part of the campaign, a combination of outdoor formats were chosen from JCDecaux's inventory of high quality sites in key retail areas throughout Singapore - including new opportunities at ION Orchard - that would provide an impactful and targeted presence around Orchard Road and beyond. The initiative at ION Orchard, sits on the two walls of the entrance of the Linkway featuring a lady glancing at a mirror with several reflections of herself in different outfits. The rationale behind this creative execution stems from the desire to give consumers a compelling and emotional reason to shop using their MasterCard during GSS. Consumer insights research has shown that a sale gives consumers a reason to revamp themselves and various aspects of their lives, be it their wardrobe, or their lifestyle. The visual of the infinity mirror serves as a device to demonstrate the surprising benefit of affording many new looks at the Sale.

Ai June Teo, Vice President and Marketing Head, South East Asia, MasterCard Worldwide, said "The business objective of this campaign is to drive more transactions and spend on MasterCard cards by both domestic and international cardholders. The marketing objective is to deliver an integrated GSS campaign that positions MasterCard as the best way to pay during the Great Singapore Sale."

This outdoor campaign commenced on 21st May, will run for 4 weeks at ION Orchard while the flagship bus shelter will run until end of June. McCann WorldGroup (Singapore) oversaw both the creatives and the media planning duties.

Campaign period:     21 May ~ 1 July '08

Press Coverage
• Marketing-interactive, 10th June 2008