JCDecaux Targets Commuters’ Key Moments with Mastercard


Singapore, 7th May 2019 – JCDecaux Singapore, the number one out-of-home media company in Singapore and a subsidiary of the JCDecaux Group, partnered Mastercard, Posterscope and Carat Media for Mastercard’s Tap & Go™ campaign in Singapore. From 17 April 2019, real-time feeds were used at bus stops in the Central Business District and Orchard Road to target commuters at specific moments along their journeys. Advertising messages were made more relatable to commuters  based  on  time  of  day  and  weather.  This  is  JCDecaux  Singapore’s  first  dynamic advertising campaign at bus stops and demonstrates the capabilities of creative digital out-of-home advertising solutions available to advertisers.

The campaign raised awareness for the launch of Mastercard’s transit solutions which enables commuters to use their Mastercard contactless credit, debit and prepaid cards or mobile wallet linked to  Mastercard  to  pay  for  bus  and  train  rides  in  Singapore.  Contextual  ads  addressed  what commuters would encounter at different times throughout the day, reaching out to them at the right place and right time. For instance, the copy displayed during the evening peak hour was “Found a spot on the bus but not a cent in your fare card”, whereas “Finally an empty bus, but your fare card’s empty too” was displayed during the morning peak hour. These ads were displayed on JCDecaux’s digital screens at Singapore’s busiest bus stops along the main shopping belt of Orchard Road and the Central Business District.

Marketing and Communications Director of JCDecaux Singapore, Isaline Duminil, said, “Consumers today are inundated by ads in both the online and offline environment, which makes it even more crucial for brands to be relevant and personalise their messages to their target audiences. JCDecaux Singapore provides a holistic suite of innovative digital out-of-home solutions for advertisers to reach out to consumers at moments that matter.”

Deborah Heng, Country Manager, Singapore, Mastercard said, “As the first international payments network to enable this convenience for Singapore’s commuters, Mastercard looked at innovative ways to educate and inform both residents and visitors about this new transit payments solution. A consumer-centric approach is at the heart of our business and our partnership with JCDecaux not only helped us reach our audience in a targeted and creative manner, but also helped us establish a strong presence among commuters in these prime areas.”

About JCDecaux Singapore

JCDecaux Singapore is a subsidiary of the JCDecaux Group, the number one outdoor advertising company worldwide. Established in Singapore since 1999, JCDecaux Singapore is committed to bringing excellence to the out-of-home medium through product innovation, high-quality design, maintenance, and prime locations.

JCDecaux Singapore has been voted by clients and agencies as the number one out-of-home media company for nine consecutive years. By developing new industry standards for an audience-based approach to optimise campaigns as well as a suite of novel creative advertising solutions, JCDecaux Singapore is leading the digital transformation of the out-of-home industry.

JCDecaux Singapore’s advertising portfolio includes over 3,000 advertising faces at Singapore Changi Airport, premium shopping malls and linkways on Orchard Road and the Business District, large format billboards, bus stops, and cinemas.

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