The campaign with its finger on the pulse of a city

The brief

Priceless Cities provides exclusive experiences to Mastercard cardholders. As part of this global program, Priceless Sydney needed a closer connection with the locals.

The idea

We used social listening to hear what Sydney was talking about, and built The Pulse: a tool that aggregates those conversations in real time.

People could apply to win a prize, but Sydney decided which one, according to what was trending on The Pulse. To influence it, people had to create conversations about what they wanted to win, creating a cycle of sharing.