Objective Campaign :
Mastercard launches contactless payment on board the Coast Tram. For the occasion, every traveller paying contactless with Maestro or Mastercard was offered his or her journey every Saturday in August.
Media Characteristics :
To inform holidaymakers, two bus shelters were entirely branded in the brand's colours. At the same time, the campaign spot was broadcast until the end of the month on the City Play Coast network, the selection of digital screens on the Belgian coast. The action was supported by an online campaign.
Reason best Practice :
"This year, many of us will be spending our holidays in Belgium, especially on the Belgian coast. We are very proud to launch this campaign together with our partners from De Lijn, to offer tram journeys from the coast to people paying without contact with Maestro or Mastercard. Discovering or rediscovering our beautiful coastline thanks to contactless: it's fast, it's easy, and it's safer.
This first wave is a foretaste of a much broader campaign that will reach the whole of Flanders,... to be discovered in the coming months, especially in outdoor advertising! "says Jonathan Romain, Head of Marketing & Communications at Mastercard Belux.