As small towns across New Zealand struggled with declining populations and local spending, Mastercard set out to revive community spirit and local economies.

We brought rugby legend Richie McCaw out of retirement to play one final game. But only one town would get the chance to play against Ritchie by tapping to win.

 

Tap For Your Town turned everyday Mastercard transactions into a game mechanic. Over 10 weeks, 66 towns competed by tapping their cards, with real-time data feeding a national leaderboard.

 

We created over 400 pieces of geo-targeted creative to fuel the frenzy, and when Queenstown emerged as the winner, the match was streamed live to the entire nation. A campaign that turned dormant technology into local impact uniting communities and reactivating small-town economies.

I shaped the look and feel of the campaign across every touchpoint, from campaign identity and rollout to digital and social. The work turned everyday transactions into a national cause.