McCann Sydney & Mastercard Encourage Kiwis To ‘Tap’ To Take On Rugby Great Richie McCaw

McCann Sydney & Mastercard Encourage Kiwis To ‘Tap’ To Take On Rugby Great Richie McCaw

Mastercard has teamed up with McCann Sydney to launch a campaign aiming to change behaviour of New Zealanders from a card-inserting, pin-punching nation, to a country of proficient tappers.

Emma Jewell
Posted by Emma Jewell

Quite simply, they’re asking Kiwis to ‘tap’ as their preferred payment method for the chance of their home town taking on All Blacks legend 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. Taps will be counted from until Saturday 27 August before the winning town is announced.

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’.

The first phase of the campaign is supported via TV, outdoor and point of sale, along with digital and targeted social executions.

Marcus Tesoriero, creative director at McCann Sydney, 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.”

Sarah Pike, head of marketing and communications for Australasia at Mastercard, 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.”

CREDITS

Client: Mastercard

Head of marketing and communications, Australasia: Sarah Pike

Director of consumer marketing: Anthony Dumont

Senior analyst, marketing: Lauren Skinner

Creative agency: McCann Sydney

Executive creative director: Jerker Fagerstorm

Creative director: Marcus Tesoriero

Copywriter: 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