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The campaign ran on bus shelters along the main shopping belt of Orchard Road and the Central Business District where traffic was highest, displaying contextual OOH ads that addressed what commuters would encounter at different times of the day. For instance, the copy displayed during peak hours was “Found a spot on the bus but not a cent in your fare card”, whereas “Finally an empty bus, but your fare card’s empty too” was displayed during off-peak hours.

Relating to scenarios likely to be encountered by audiences would make them more receptive to Mastercard’s solutions that promised convenience as the ads reached out to them through outdoor media with the right message, at the right place and right time.