The world is moving to the city. No part of the planet is urbanizing faster than sub-Saharan Africa and South Asia. More than 80% of future economic growth will occur in cities. The Digital Economy will be key to the success of Urban Africa and South Asia. Placing themselves at the heart of the digital economy narrative Mastercard wanted to tell the story of Masterpass and how the use of the QR code and Smart phone application will herald a mobile payment ecosystem – built on Mastercard’s global standards of safety, security and interoperability.
Miran has created content in the world biggest cities. From New York to Jakarta and Lagos to Mumbai. Our strategy was to create a banner narrative “Making It In The Megacity” – a twin narrative focused on both Lahore and Lagos – two of the world’s fastest growing cities with a combined informal population of 45 million people. The idea was to create two three minute DRONE LED films with shortened 30 and 60 second versions of each for social media distribution – to be launched in conjunction with a corresponding PR campaign in each location. The films were shot in English in Lagos and in both Urdu and English in Karachi. The nature of the shoot allowed us to combine the shoots into one main film and also slice up the content into individual Africa and South Asia narratives. Bold and clear captions and Messaging were used throughout the social media versions.
The films were launched at The World Economic Forum and used in viral campaigns by Mastercard. They were widely shared on social media and used across Mastercard’s own branded platform websites – gaining over one million impressions across soc ial media and successfully communicating Masterpass QR as the first of its kind, most cost efficient, most comprehensive and integrated solution for financial inclusion for both consumers and businesses across The Middle East, Africa and South Asia but also eliciting an inspiring, motivationl and emotional response externally and internally within the business. The content was also used as part of the media roll-out of the Masterpass QR solution other African markets. The concept will also enable Mastercard to continue their urban storytelling across the region.
The amount of impacts delivered throughout the campaign for 18+ people
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