MasterCard hopes to cash in on Great Singapore Sale

Singapore - In its fifth year as the official card for the Great Singapore Sale (GSS), Mastercard has launched a new OOH campaign to remind shoppers to use its cards - making its appearance on bus-shelters and is also the first advertiser to utilise JCDecaux's latest Mallscape network addition, ION Orchard Linkway.

The campaign aims to motivate consumers and create excitement about the annual event, to position itself as the card synonymous with GSS, to deliver an integrated programme with maximum impact through creative media buy, and to drive more transactions and higher spend from its cardholders.

Other than the high-impact giant hoardings at ION Orchard's linkway, targeting local and affluent cardholders, the OOH campaign will be featured on 40 six-sheet posters and a bus shelter along Orchard Road opposite Liat Towers. The campaign started on 21 May and ends on 1 July.

"The business objective of this campaign is to drive more transactions and boost spending via MasterCard 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 GSS," Ai June Teo, MasterCard's VP and marketing head for SE Asia said.

McCann WorldGroup (Singapore) conceptualised the creative for the campaign and was also in charge of media planning.