by Marissa Tree
December 14th, 2015

Singapore’s biggest sale, the Great Singapore Sale, rolls around every mid-year. For two entire months, the whole island is awash with store signs heralding the GSS. For many Singaporeans, it is a time to bag some deals without maxing out their credit or debit cards.

In 2014, GSS turned 21 and MasterCard, as the Official Card, celebrated by inviting shoppers to look out for the MasterCard Priceless Surprises Machine to get…what else but a priceless surprise!

The local Priceless Surprises campaign during GSS was born because Weber Shandwick Singapore and MasterCard’s partner agencies understood that at MasterCard, experiences matter.

Over a period of five weekends, the MasterCard Priceless Surprises Machine travelled to various malls in Singapore, unlocking Priceless Surprises.

From flash mobs to strolling magicians, pop-up massages to coffee breaks, shoppers could look forward to something unexpected during their GSS weekends. The Machine was designed as a “digital vending machine” cum photo booth so people who stepped up could receive gifts and take a Priceless snapshot that would later be shared online. The only requirement shoppers were challenged to prove that they had purchased gifts and goodies using their MasterCard.

A shopper interacting with the Priceless Surprises Machine (2)-2

Shoppers were also challenged to sing, dance or pose to be in the running for the ultimate Priceless Surprise – tickets for two to Sydney to see Justin Timberlake!

Singaporeans rank the top in the world for smartphone penetration. To drive excitement in the week leading up to the Machine’s next pop-up location, Weber Shandwick Singapore turned to social media and posted a range of multi-media content, including photos, teasers, and videos.
This integrated, extensive and engaged activation program brought the zing back to the Sale. By generating online buzz to delivering offline thrills, we made the ‘Thrill of the Unexpected’ a theme that resonated throughout GSS 2014.

The Priceless Surprises campaign has been overwhelmingly positive. Over a thousand participants took part in the MasterCard Priceless Surprises Machine and social media channels received over 30,000 Likes, Comments and Shares over a period of eight weeks. During the GSS, MasterCard recorded a 12.5% growth in the number of transactions; with an increase of 11.2% spend on MasterCard cards compared to the previous GSS.

More importantly, Weber Shandwick Singapore and MasterCard’s partner agencies successfully positioned MasterCard’s sponsorship of the GSS as something that was not run-of-the-mill, but rather, engaging and experiential for cardholders – upholding the brand’s core customer value proposition.

See how we surprised shoppers in Singapore together with MasterCard and watch the video:

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