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

We used social media listening to hear what Sydney was talking about. From this data we built The Pulse – a tool that aggregates these conversations in real time, showing what's happening in the city's heart.

People could apply to win a prize but Sydney decides which one - according to what's trending on the Pulse. People have to create social conversations about what they want to win to influence it, creating a cycle of sharing.

We took a global campaign and made it local.

Behavioural psychologists argue that only 30% of human decisions are actually driven by rational considerations. This means that more than 70% of consumer loyalty and spending decisions are based on emotional factors. With the 'Pulse of a City' we succeeded in adding a layer of emotion over an offer based program, making it personal.

Other brands are starting to display data and social listening in their communications but we took it a step further. We added meaning to the data and transformed it into the heartbeat of a city.

In the first five days and without any media drive, the campaign is already performing well above expectations.

- More than 1,500 visits

- 55.3% conversion rate

- 59.6% of visitors viewed the offers

- Average time on site 7.53 minutes

- 3.7% community growth

- Engagement per post up to 5.5%

- 2% virality (0.85% industry average)