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JCDecaux Group, partnered Mastercard, Posterscope and Carat Media for Mastercard’s Tap & Go™ campaign using real-time feeds to make advertising messages more relatable to commuters based on time of day and weather. This is JCDecaux Singapore’s first dynamic advertising campaign at bus stops.
The campaign raised awareness for the launch of Mastercard’s transit solutions which enables commuters to use their Mastercard contactless credit, debit and prepaid cards or mobile wallet linked to Mastercard to pay for bus and train rides in Singapore. Contextual ads addressed what commuters would encounter at different times throughout the day, reaching out to them at the right place and right time. For instance, the copy displayed during the evening peak hour 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 the morning peak hour. These ads were displayed on JCDecaux’s digital screens at Singapore’s busiest bus stops along the main shopping belt of Orchard Road and the Central Business District.
Marketing and Communications Director of JCDecaux Singapore, Isaline Duminil, said, “Consumers today are inundated by ads in both the online and offline environment, which makes it even more crucial for brands to be relevant and personalise their messages to their target audiences. JCDecaux Singapore provides a holistic suite of innovative digital out-of-home solutions for advertisers to reach out to consumers at moments that matter.”
Deborah Heng, Country Manager, Singapore, Mastercard said, “As the first international payments network to enable this convenience for Singapore’s commuters, Mastercard looked at innovative ways to educate and inform both residents and visitors about this new transit payments solution. A consumer-centric approach is at the heart of our business and our partnership with JCDecaux not only helped us reach our audience in a targeted and creative manner, but also helped us establish a strong presence among commuters in these prime areas.”