MasterCard recently launched a McCann Erickson Singapore-developed strategic marketing campaign “Get More for Less with MasteCard” (Great Singapore Sale) to target the style-forward but cost-conscious Great Singapore Sale shopper. Following the launch, initial results are showing that the campaign is already beginning to reap concrete benefits, with Singaporean MasterCard cardholders spending US$26.3 million during the first weekend of the Great Singapore Sale (29 – 31 May 2009), an increase of 7% versus the same period last year (23 – 25 May 2008).
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