How MasterCard took on Vietnam's cash culture with ‘Road to Milan’

This article explores how MasterCard overcame an entrenched cash culture and regulatory restrictions in Vietnam to boost credit card use and social media engagement.

How MasterCard took on Vietnam's cash culture with 'Road to Milan'

Hannah Collins

Agency: DAN Singapore

Success in emerging markets around the world comes with a number of challenges, the core of which is the need for in-depth insight into local culture, customs and sensitivities.

South East Asian markets in particular are modernizing quickly, but offer differing levels of infrastructure, connectivity and regulation. Brands are fast realizing that one strategy can't be applied to these markets, and for MasterCard, tackling Vietnam required strategic thinking outside the box.

Deborah Goldingham, Head of Marketing – South East Asia, presented the story...

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