The subway started enabling contactless technology in stations, but riders didn't know how to use it. Even more, why tap when you've worked so hard to perfect that single-step-and-swipe-through with a metro card? 

We sought to tackle this with a massive out-of-home takeover in contactless enabled stations like Grand Central, Union Square, and Atlantic Ave. We had a lot to fit on these units, not only did we need to educate viewers on the how, and the why, - but most importantly, why should they use a Mastercard? We created a system that worked across units regardless of size or quantity. We showed riders that it's as simple as Tap & Go. We reinforced how and where to tap, but also the benefits of safety, ease, and Priceless Surprises.