The Road To Milan – APPIES Asia Pacific 2016 Gold Winner

the road to milan appies asia pacific 2016
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“The Road To Milan” was an APPIES Asia Pacific 2016 Gold winning campaign, created for MasterCard Vietnam by Digital Arts Network (DAN), Singapore.

For a country like Vietnam where cash is king, MasterCard needed to come up with a campaign that would encourage people to do more card transactions.

Here’s what they did.

Campaign Synopsis

For the first time in Vietnam, MasterCard was able to build a direct relationship with its end customers.

By integrating a proprietary tool, building on a powerful insight and leveraging a global sponsorship asset, MasterCard managed to innovate their traditional marketing approach and transform a collective love for football into card usage, engagement and card loyalty in one of the toughest markets in Asia.


Adrian Adshade – Regional Strategy & Planning Director, Digital Arts Network (DAN), Singapore

Deborah Goldingham – Head of Marketing, SEA, MasterCard


Agency: Digital Arts Network (DAN), Singapore

Agency Credits:

Carlos Pizarro – Art Director

Alejandro Herrer – Copywriter

Joshua Lee – Regional Account Director

Alex Dimasacat – Senior Account Manager

Client: MasterCard

Client Credits:

Deborah Goldingham – Head of Marketing, SEA

Joey Ong – VP, SEA, Consumer Marketing

Rakesh Chauhan – Head of Loyalty Solutions, SEA

Asher Wen – Marketing Coordinator

appies asia pacific

APPIES Asia Pacific 2022 will be hosted by Malaysia!

APPIES Asia Pacific is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

Despite hosting this event virtually due to the ongoing battle against COVID-19, this is the only event in the region where Live Presentations meets Live Judging.

Similar to TED Talks, APPIES is the chance for great presenters with outstanding work to show it off to some of the region’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 10 categories, and 7 special Best of Best categories (red trophies) that require no submissions!

For more details visit


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