McCann Sydney (with NZ-based Waitemata Films, Franklin Rd Sound, and Carat) has launched a Mastercard campaign, featuring Richie McCaw, that aims to change behaviour of New Zealanders from a “card-inserting, pin-punching nation, to a country of proficient tappers”.
The tvcs have already started screening here – and the agency creative speedily labelled “a cringe”.
Campaign Brief Australia says: “Quite simply, they’re asking New Zealanders to ‘tap’ as their preferred payment method for the chance of their home town taking on Richie McCaw and his touch rugby team.
“The town with the most number of taps per capita will host the ultimate game of touch rugby at their local park – broadcast to the nation.
“In NZ, rugby is religion and Richie McCaw is a god. The chance to play against him, putting one small town on the map for a day is going to be priceless.”
McCann Sydney CD Marcus Tesoriero said: “In New Zealand, rugby is religion and Richie McCaw is a god. The chance to play against him, putting one small town on the map for a day is going to be priceless.”
The campaign, Tap for your town to play Richie, seeks to evoke a sense of home pride for New Zealanders, making tapping a ‘town duty’ as locals tap it out for a chance to see and play their hero, Richie McCaw.
Mastercard Australasia’s Sydney-based comms head Sarah Pike said: “We’re excited to give the whole of New Zealand an opportunity to take part in this. All they have to do is tap, for the chance to play Richie in the ultimate game of touch. It’ll be a David versus Goliath battle.”
The first phase of the campaign is supported via TV, outdoor and point of sale, along with digital and targeted social executions. Taps will be counted from 19 June-27 August before the winning town is announced.
CREDITS
Client: Mastercard
Head of Marketing & Communications, Australasia: Sarah Pike
Director Consumer Marketing: Anthony Dumont
Senior Analyst Marketing: Lauren Skinner
Agency: McCann Sydney
Eexcutive Creative Director: Jerker Fagerstorm
Creative Director: Marcus Tesoriero
Copy Writer: Jonathon Shannon
Art Director: Long Truong
Group Account Director: Loryn Garnsey
Account Manager: Caroline Drury
Senior Producer: Colin Tuohy
Junior Producer: Sam Harris
Planning Director: Ian MacDonald
Production: Waitemata Films
Director: Gary John
Executive Producer: Julie Easton
Producer: Phil Liefting
Sound: Franklin Rd New Zealand
Engineer: Ryan Dickinson
Producer: Tess Dixon
Media Agency: Carat NZ
Senior Business Director: Nick Dykes
Strategy: Jolene D’Souza
PR: Acumen
Account Director: Chloe Hood
Account Manager: Emma Ward
Event Execution: Octagon
Agency Director: Andrew Clarke
Senior Acccount Director: Kirsty Jones
Account Executive: Courtney Glennon
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