MASTERCARD 'LOCALLY FAMOUS' CASE STUDY
Discovery through inspiration.
June – December 2013
‘Locally Famous’ was designed to aid discovery by revealing Sydney’s local hidden secrets, with the ultimate goal of driving quality registrations to MasterCard Priceless Sydney. Six ‘villages’ were the focus for the campaign: CBD, Inner East, Eastern Suburbs, Northern Beaches, North Shore and Inner West. We recognised that the charm in local offerings doesn’t always come from what is sold, but often the personality behind the offer. The untold stories. These stories were uncovered in four phases.
Create strong brand connections
MasterCard wanted to drive brand affinity, preference and ultimately product usage among existing and prospective customers.
Those hungry for new and fresh experiences
Affluent young families in Sydney looking for easy solutions and inspiration to spend time with and without the family.
Deepen and enrich relationships with Sydney
The platform ‘Locally Famous’ was created to encourage the target to break from routine, to venture outside their ‘usual’ and partake in ‘priceless’ experiences in and around their local Sydney heartland.
- I would like to write a note to thank you and your team for a best in market response to brief for MasterCard Priceless Sydney earlier this year. We could see a lot of effort went into the response and you brought to life the strategic idea within our brief to you. The tour around ‘Locally Famous’ haunts in the city, bringing along SMH talent, specially printed t-shirts and tote bags – the theatrics were wondrous and we could see that you really understood the campaign we were looking to bring to market. It got all of us at UM excited about the prospect of partnering with you again, on what is the biggest campaign for MasterCard in 2013. Fantastic job and well done to you and your team, who have all been brilliant to work with on this campaign.