We staged five bespoke, highly-differentiated consumer-inspired concerts in unique places. Think Bloc Party Live at the Museum of Contemporary Art, Little Birdy at Melbourne Jail, Robbie Williams Live at The Metro - Robbie’s only concert in Australia in 3 years.When people turned up, they were met with a series of PRICELESS surprises that brought them closer to their idols.

They could touch the artist. The band was stripped to the bare-bones. The artist asked what the audience wanted to hear. The artist gave the audience a chance to perform. One card holder even got the chance to propose!We promoted each event on TV, driving viewers online to purchase tickets with their Debit MasterCard. All events sold out within minutes of going on sale.For those who couldn’t be there, we amplified them at mastercard.com.au, as well as in-programme within Video Hits – Australia’s #1 music television programme.

The concerts stood out, sold out in minutes and were viewed by thousands.

Visa Debit card holders were green with envy!

Most importantly, the concerts created huge demand.

MasterCard now have over 3 million Debit Cards in market.

The card ownership gap vs Visa Debit has decreased from 13% to 5% * The card usage gap between Debit MasterCard and Visa Debit has reduced from 13% to 6% * The gap between Debit MasterCard and Visa Debit has reduced for card used most often from 12% to 4% * *Claimed results, Millward Brown tracking against Gen Y.