New campaign – Maestro
Maestro goes on the offensive against cash
Debit card brand Maestro is launching an aggressive outdoor campaign declaring war on cash.
The £1m campaign, which launches on April 21, aims to encourage commuters to use a debit card when paying for smaller items, such as newspapers in station retail outlets. The ads, which have been created by McCann Erickson, use phrases such as “cash is spent” and announce debit cards as the new cash.
Maestro’s vice president of marketing Ben Rhodes says: “People will enjoy the entertainment of it. The campaign disrupts people as well as engaging them.”
The six-week advertising campaign will run across a variety of rail media, including six-sheet and 48-sheet posters, giant floor stickers and ticket gateways. It will be supported by press advertising at a later date.
