Click to Pay Capitals

Mastercard has a long history of innovation in payment technology from the invention of the magnetic strip on credit cards to the creation of ATM networks. To raise awareness of its Click to Pay technology, an innovation that makes online transactions easier and safer by replacing sensitive payment data such as card numbers and registered card holder addresses with random and unique tokens, we partnered with Europe’s longest-named towns including Llanfairpwllgwyngyllgogerychwyrndrobwllllantysiliogogogoch in Wales, Westerhaar-Vriezenveensewijk in the Netherlands, Międzybrodzie Żywieckie in Poland and Brandýs nad Labem-Stará Boleslav in the Czech Republic to became Mastercard’s Click to Pay Capitals. Local shopkeepers from seven difficult-to-type European towns were heralded as friction-free financial heroes championing the new technology. The campaign generated over 650 pieces of earned media coverage resulting in a massive 330 per cent increase in merchants adding Click to Pay to their online stores.