IDEA
Making tapping more than a way to pay
To change a nation’s transaction behaviour, Tap For Your Town gave New Zealanders the opportunity to bring rugby legend Richie McCaw out of retirement to take on their town’s local team, on their local ground. The town with the most taps would win.
EXECUTION
Kicking off a tapping frenzy
A fully-integrated campaign supported by over 400 pieces of town-targeted social creative fuelled local rivalries. When Queenstown emerged victorious, we broadcast the game to 480,000 New Zealanders via Facebook Live. Richie’s team won 11-10 in a thrilling overtime victory, and the campaign is projected to deliver 10 million additional transactions and NZD$212 million of value in 2018.
The campaign
A fully-integrated campaign supported by highly-targeted social media.