The Media Idea, ‘Make My Day,’ reinforced our creative message, ‘Shop the Sale, Shop the World’ by giving shoppers the chance to shop in selected fashion capitals. This was promoted using two media-firsts; (1) giving away MasterCard shopping bags in the national newspaper, and (2) producing giant road paintings along Singapore’s major shopping strip (shopping a priceless route). Tactical deployment of buses, taxis and radio as ‘experiential media’ – priceless rewards for MasterCard shoppers.

Daily transaction measures indicated steady increases in volume and value. Overall, total transaction volumes increased by 72% and the transaction dollar value increased by 88%, compared to GSS 2004. This means more MasterCard shopping transactions and greater spending by consumers – truly realizing the media idea of “Make My Day”!