MASTERCARD 'LOCALLY FAMOUS' CASE STUDY

Discovery through inspiration.

Campaign Period:

June – December 2013

The Campaign:

‘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.

  • CAMPAIGN OBJECTIVES

    Create strong brand connections

    MasterCard wanted to drive brand affinity, preference and ultimately product usage among existing and prospective customers.

  • TARGET AUDIENCE

    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.

  • STRATEGY

    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.

Prime

Prior to the campaign’s launch, the audience were primed into thinking about how they could spend time in their local area with articles ranking local cafes and restaurants, and highlighting specialty boutique shops just around the corner, within The Sydney Morning Herald ‘s Good Food and Shortlist sections.

Ignite

The campaign was ignited with a ‘Locally Famous’ street team handing out branded tote bags to morning commuters in each of the ‘villages’ across Sydney. A wrapped copy of The Sydney Morning Herald featured in the tote, with customised creative and content for each village, to inspire experiences around retail, dining and sport. To assist in bringing ‘Locally Famous’ experiences to life through the people who provide them, a four-part monthly advertorial series in The Sydney Magazine introduced some of Sydney’s ‘Local Business Heroes’ with engaging interviews and stunning imagery.

Experience

To encourage readers to start experiencing Sydney, ‘Locally Famous’ branding and local offerings were promoted across print in The Sydney Morning Herald Shortlist’s weekly planner and Good Food, with everything from Personal Training to Meeting the Adams Family! Online, the ‘Locally Famous’ campaign continued to showcase Sydney’s adventures through deals across smh.com.au entertainment section and goodfood.com.au.

Longevity

To continue momentum and to inspire Sydneysiders, additional ads were placed on smh.com.au to a broader segment base, such as Sport, Essential Baby, Essential Kids and Life & Style, as well as in Good Food print section.

Testimonial

  • 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.
    Thank you

    Caroline Tan
    Communications Manager,
    Universal McCann