Sydney Pulse
MasterCard
Issue 27 | July 2013
Agency
MercerBell
Creative Team
Executive Creative Director: David Bell Digital Creative Director: Carmela Soares Art Director: Ben Ient ,Rodolfo Sarno Copywriter: David Barton
Production Team
Digital Designer: Dan Fowler Head of Digital Development: Scott Forrester Flash Designer/Developer: Richard Lama Senior Web Developer: Phillip William Project Director: Lucy Wallrock Producer: Harley Tesoriero Data Strategy: ngage data Data Strategy Director: Louis Keating Sound: Smith & Western
Other Credits
Group Account Director: Becky Bishop Account Director: Vanessa Torre, Carla West Digital Strategist: Maura Tuohy Social Media Manager: Carly Drew
Date
April 2013
Background
MasterCard Priceless Cities is a global program that delivers exclusive experiences for cardholders across dining, hotel, entertainment, sports and retail. The agency’s brief was to connect Sydneysiders with the local version of the program, Priceless Sydney, and help them rediscover their city again.
Idea
So the agency gave Sydney a heart beat. Here’s how it worked. Social media listening tools tapped in to what Sydney was talking about across Twitter, Facebook, Instagram and Blogs, based on similar experiences around our program. Then the magic happened. From this data the Pulse was built – a data visualisation device that aggregates these conversations in real time, showing what's happening in the city's heart. People could apply to win a prize but Sydney decides which one – according to what's trending on the Pulse. To influence the Pulse, people have to create social conversations about what they want to win, creating a cycle of sharing. With the 'Pulse of a City' the agency gave an extra layer of emotion to the offers based program. Other brands are starting to display data and social listening in their communications but Pulse takes it a step further, adding meaning to this data and transforming it into the heart of a city.