Mastercard s Masterpass QR Kenya launch A hands-on approach to technology

Transcription

1 Mastercard s Masterpass QR Kenya launch A hands-on approach to technology PRISM AWARDS ENTRY CATEGORY: B2B Marketing

2 Summary: Banking has changed dramatically in the last five years: technological advancements have illustrated the massive potential to create payments solutions that are faster, safer and more convenient than ever before. This is particularly true in Africa, where digital payments have proven to be drivers of growth and financial inclusion. Driven by this shift, in February 2017 Mastercard launched Masterpass QR (MPQR) in Kenya, an enhancement to its digital payment service. Mastercard is stimulating growth for over Micro, Small and Medium Enterprises (MSME) in Kenya by providing a platform that allows for easier, safer and secure payments. Statement of Opportunity: According to the World Bank report: in Sub-Saharan Africa (SSA) there are about 350 million unbanked adults, which accounts for 17% of the global total. According to the Findex report: in SSA mobile money accounts can drive financial inclusion. While just 1% of adults globally say they use a mobile money account and nothing else, in SSA, 12% of adults (64 million adults) have mobile money accounts (compared to just 2% worldwide); 45% of them have only a mobile money account. MSME s are significant to the local market as they make up 80% of Kenya s economy. FleishmanHillard was tasked with launching MPQR to the Kenyan market through traditional platforms and video content, cementing Mastercard s reputation as the premier brand which innovates digital payment solutions for MSMEs. FleishmanHillard had to generate awareness of the MPQR launch in Kenya by delivering an innovative campaign that would break through the clutter. MPQR has an edge: it is the first mobile-driven, person-to-merchant (P2M) solution launched by Mastercard, but the campaign could not rely on that alone. It had to accurately reflect the significance of the solution s introduction to the market to allow Mastercard to drive and dominate the conversation. Activities needed to accurately communicate the offering and drive take-up by an audience that previously only referenced one competitor offering which did not receive good take-up in market. Mastercard s Masterpass QR 2

3 Opportunities: Strong African network: Working together with our Kenya affiliate Blue Crayon meant that we could ensure constant on-the-ground support and robust local knowledge. Integrated PR/social media approach: With the capability to combine traditional and social media expertise, we had the expertise to guarantee maximum exposure by landing the right message on the right platform at the right time. International brand appeal: As a well-known and trusted international brand, FH had the ability to generate significant media and consumer interest due to its established relationships built and maintained over a number of years. RESEARCH Insight driven: Visa, one of Mastercard s biggest competitors, launched its mvisa solution in Kenya in September mvisa provides the same services as MPQR. With this in mind, we advised conducting research on the Visa launch as MPQR would be launching in the same market. We needed to assess and evaluate Visa s tactics and successes to compare to the Mastercard launch. Our research also revealed one important insight which drove our approach to launching MPQR: We found that consumers and merchants in Kenya are interested in seeing how a product works rather than reading about it in the media. They need more of an educational demonstration, especially when it comes to using technology that will control their money. The reason for this is that safety and security is one of the biggest barriers to Kenyan consumers converting to mobile for payments. We found the following on mvisa: Messages were seeded through social channels, traditional media, print ads and broadcast ads. The solution was launched over a week and 22.9% share of voice (SoV) was secured. No local Instagram, YouTube or LinkedIn pages. Across Twitter and Facebook they mirrored the traditional content that was seeded, so no unique content was produced The only promoted Facebook content was a video on how to get started with mvisa that educates their target audience on how to use the product. This had a total of 11,000 views. Mastercard s Masterpass QR 3

4 PLANNING Objectives: Mastercard set specific targets with regards to anticipated metrics: 50% SSA Share of Voice during the period. Mastercard wanted to stand out from its competitors with media, consumers and merchants with regards to talkability and coverage. 50% Innovation Pillar Share of Voice. The goal was to drive conversation around innovation that ties back to Mastercard, and for Mastercard to be seen as an innovator in the market with regards to building new and innovative technology. 30 pieces of coverage. FH was responsible for: Generating awareness through impactful pan-african and East African media. Building awareness of MPQR as a secure, smart and easy way to make payments. Positioning Mastercard as an innovator in the technology industry. Targeting selected media channels to generate further reach for consumers and stakeholders. Mastercard s Masterpass QR 4

5 EXECUTION While Mastercard was set on delivering traditional and social content for the launch, we advised holding a media roundtable and stakeholder demonstration to help achieve further reach and showcase MPQR as a better offering to the market. This would also elevate Mastercard s presence in the market. We focused on highlighting key milestones within the region to the media with an emphasis on the MPQR offering. The roundtable also provided an opportunity for media to meet with Mastercard executives and conduct on-the-ground media interviews. We showcased MPQR to media and selected merchants including visits by Mastercard representatives, explaining how the solution works and its benefits. Our campaign used traditional content and Mastercard-owned videos. We produced three videos: 1. How to get started with MPQR: 7,000 views. 2. Introducing MPQR: 89,000 views. 3. Transforming digital payments with MPQR: 52,000 views. Our media approach also consisted of: Providing support to a few selected local media channels to reach consumers and stakeholders. One-on-one interviews Showcasing the MPQR solution Content that showcases the success of the product and technology. Mastercard s Masterpass QR 5

6 EVALUATION 55% Sub-Saharan Africa Share of Voice Media Roundtable: 73% Innovation Pillar Share of Voice 71 Pieces of Coverage 12 8 in Attendance Interviews Objectives: We largely exceeded the objectives set, achieving the following: Objectives Outcome Measure 50% Sub-Saharan Africa Share of Voice. Mastercard wanted to stand out from its competitors with media, consumers and merchants during this period with regards to talkability and coverage. 50% Innovation Pillar Share of Voice. Goal was to drive conversation around innovation that ties back to Mastercard, and for Mastercard to be seen as an innovator in the market with regards to building new and innovative technology for consumers and merchants. Exceeded 55% Sub-Saharan Africa Share of Voice. Mastercard owned the media, merchant and consumer spaces, receiving the most publicity during this period. Exceeded 73% Innovation Pillar Share of Voice. Mastercard was recognised as an innovator for digital payment technology in the market, with the conversation centered on innovation and Mastercard leading this. 30 pieces of coverage. Exceeded 71 pieces of coverage. Create opportunities to educate and engage. Exceeded Media Roundtable: 12 media in attendance and 8 media interviews. Stakeholder: visited 4 merchants in Kenya to introduce and demonstrate the MPQR solution. CLICK HERE to watch more Mastercard s Masterpass QR 6