Mastercard: Road to Milan

Elaine Neo

Credit card brand Mastercard used a digital, social media and mobile campaign to change the cash-centric culture in Vietnam.

Campaign details

Brand: MastercardBrand owner: MastercardLead agency: Digital Arts NetworkContributing agencies: Carat, OctagonCountry: VietnamIndustries: Financial services (general)Media channels: Email marketing, Games & competitions, Mobile & apps, Online video, Programmatic display, Social media Budget: Up to 500k

Executive summary

This is the story of how Mastercard changed the cash-centric culture in Vietnam.

It proved that the clever use of digital and social media can drive dramatic card usage in a highly cash-centric market, build critical mass and get people talking through an insightful, consumer-led idea.

With a modest...

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