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.
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.”
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
Account director: Chloe Hood
Account manager: Emma Ward
Event execution: Octagon
Agency director: Andrew Clarke
Senior acccount director: Kirsty Jones
Account executive: Courtney Glennon