In Turkey only city fare-cards and tickets are used for public transportation, but it is not practical to carry another card and top-up regulary.

Mastercard launched a product that became the only contactless payment system for transportation in Turkey. Our objective was to make people aware, inform and try this new product that no one has ever tried or heard of.

We created a real music video that conveys the product message through all of its journey.

It was recorded in real-time during a bus ride in an open traffic area which makes it unique.

We shot the video with its real passengers whom had a big surprise by a very famous pop star in Turkey, Edis jumping in and record his video clip for the song we wrote for this experience; "Start Something Priceless". Along the journey, special billboard signs, lights and graffiti messages are placed on the route.

The strategy was creating a real priceless experience for the bus passengers and also to the people who will watch the video clip.

We knew by leveraging the ‘power of music’ and creating a hit song, the outputs will be impactful.

The buzz started on the day of shooting:

Edis posted a teaser and only in minutes it was viewed by thousands! Teasing that his fans can come across with him on a bus on that day.

A special dance careography acted out on the moving bus, the lyrics carried out on the streets and to the screens in the bus and a special light show that crated a unique experience for the passengers and also to the witnessing people on the streets.

We published the video on social media, used paid media such as programmatic and Google search. It was also aired on TV and radio until it organically spread and scaled out to being a national hit.

The video was featured on the news and on the magasine programmes, listed in top 5 songs in iTunes beating famous Turkish and Global Pop artists, appeared on every music channel without any media investment, sang by tens of thousands of fans at Edis concerts, covered by fans on Youtube –as far away as Korea! and 34 million reach and 20 million video views that grows every day.

• 22% IG and 12,4% Facebook engagament rates

• 265k € earned media value

• 63M impressions

• After 2 months from the launch Mastercard transit card usage reached 45% of the total number of ticket sales.

• Transit card usage increased 96% in the comparison of 1 month before and 2 months after the launch.

• The campaign created an impact over all of Turkey rather than just the event city. The card usage increased 112% throughout the country.