Mastercard has introduced ‘Transit Tales’, a new digital experience aimed at enhancing the daily commute for Sydney’s train passengers. This service utilises AI and real-time transit data to deliver personalised audio stories tailored to the duration of each commuter’s journey.

Available at no cost to over 1.2 million daily commuters in Sydney, ‘Transit Tales’ offers a selection of literary classics reimagined in various genres. Commuters can choose from works such as ‘The Great Gatsby’, ‘The Jungle Book’, ‘Romeo & Juliet’, ‘The Wizard of Oz’, and ‘Dracula’. These stories are presented in genres including Mystery Thriller, Superhero Saga, Dystopian Adventure, and Sci-Fi Fantasy, providing a unique twist to familiar tales.

The development of ‘Transit Tales’ is a collaborative effort involving several agencies. McCann led the creative development, with digital production managed by Nakatomi. Rumble Studios contributed to the sound design, while Carat handled media planning and buying. Ogilvy PR was responsible for earned media, social media, and content creator engagement.

Mastercard Integrated Marketing and Communications for Australasia Vice President Florencia Aimo said, “Transit Tales is about bringing a little more joy and imagination to an everyday routine. It showcases how Mastercard continues to innovate with purpose, creating inclusive, digital experiences that make people’s lives easier and more enjoyable.”

The stories are available in both audio and transcript formats, ensuring accessibility for all users. This initiative forms part of Mastercard’s broader ‘Tap, Go, Play’ urban mobility campaign, which aims to enhance the commuting experience through digital innovation.

The campaign is set to run for the next month, spanning Sydney’s train and metro network. It is supported by a comprehensive marketing strategy that includes out-of-home, digital, and social media activations.

McCann Australia ECD Shane Geffen said, “There’s been a lot of talk about AI and creativity. We couldn’t think of a better way to harness it than by turning mundane train rides into imaginative escapes. It’s a highly technical project but made simple thanks to Mastercard’s openness to innovation and our brilliant production partners.”