mastercard deck
TRANSCRIPT
Nora Ransick Account Director
Francesca SheaAccount Planner
Chris BoyleAccount Planner
Lindsey Porter Copywriter
Joey Cotton Copywriter
Tanya Patra Art Director
Narvis Kennel Media Planner
Our Team
RFP Takeaway
Evolve the Priceless
campaign
Create strong
differentiated positioning
Drive usage to become
top of wallet
Develop a meaningful, integrated-marketing plan to:
Key Challenges
Changed payments landscape
Clutter & brand
disintermediation
Cardholders not using
MasterCard
Every day, everywhere, we use our technology and expertise to make our payments safe,
simple and smart.
“We believe in a world with
better ways to pay”
Offer wide range of payment
solutions
Global reach- extending to
over 210 countries & territories
#53 world’s most valuable
brand
Priceless Campaign
Current Situation
Industry Trends
Trend 1Consumer data for more personalized reward programs
Trend 2Mobile and Alternative Payments are reshaping the consumer experience
Trend 3Convenience is generally most important in online shopping
MasterCard➔ 17 years of Priceless campaign➔ Positioning: “Connecting people to
priceless possibilities”➔ Traditional Ads➔ Celebrity endorsements &
sponsorships➔ Digital, social & mobile
Discover➔ Ranked in top spot for customer
loyalty➔ Targets: College students & young
professionals➔ Active promotions to drive usage➔ TV spot: #FreezeIt➔ NHL sponsor
Visa➔ Positioning: “The best way to pay and
be paid everywhere”➔ New tagline & refreshed logo➔ Ramping up use of mobile & social➔ Optimized around user experience➔ Olympics, FIFA, NFL Sponsor
American Express➔ Marketing as service➔ Customer focused➔ Trust, security, service➔ Open Forum➔ American Express Publishing➔ Digital & Social focused
Current Advertising
AudienceEarly adopters of technology who expect every experience to be fluid & seamless
Demographics25-38, top 25 DMAs, $90K+ annual income, college educated
Psychographics“Forward thinkers”
AttitudesNew choices to simplify their lives
DissatisfactionExpect everything to be quick & seamless. Payments have yet to catch up
NeedsQuick, seamless & secure
Current Customers
Global payments technology
company working to enable consumers, businesses, banks
and governments to use digital currency.
To help people spend smarter,
manage debt better and save more so
they achieve a brighter financial
future.
Global services company that
provides customers with access to
products, insights and experiences
that enrich lives and build business
success.“Everywhere you want to
be”
“It pays to Discover”
“Realise the potential”
Competitive Analysis
Target Audience we surveyed:● Males and females, ages 25-38, annual income $90k+● MasterCard cardholders
SURVEY● One survey administered
● Questions covered: Demographics, travel preferences, shopping habits, credit card preference & advertising efforts
● 85 total responses
FOCUS GROUP● One focus group conducted
● Questions covered: credit card preference, advertising efforts & “Priceless” campaign
● 6 participants: 3 females and 2 males, between the ages 30-36, making above $90k
Research Overview
Research Objectives
Understand purchase patterns of target audience
Understand lifestyle of
target audience
Understand perception of MasterCard &
Priceless
In response to the “From Everyday to Priceless” father/son ad:
“I’ve never once thought that access to a credit card can get me any experiences. I just don’t see the connection. I can’t see it in the commercial, it’s just personally, I don’t. It doesn’t click for me.”
- Male Focus Group Participant
Key Finding
“If I have a MasterCard do I go to the website to sign up for the Experience? Do I, how do I tell them, I want a Priceless Experience? Do I get a Priceless Experience automatically? I dunno. I would have to go to the website to figure it out myself?”
- Female Focus Group Participant
Key Finding
69% of people are willing to use a
different debit/credit card, if they offer more
personalized rewards.
69%
Many are unaware of the rewards & benefits that MasterCard has to offer.
Key Takeaway
Positioning Statement
MasterCard promises to provide cardholders with a seamless and secure path to meaningful, personal
experiences, anyway-they-pay.
Communication Objective
We aim to educate MasterCard cardholders about the exclusive services and benefits that come from
using their MasterCard. By changing MasterCard’s current Priceless Surprises sweepstakes so that more than one
person can be a winner, cardholders will choose MasterCard over the competition because they will connect
“MasterCard” with the opportunity to maximize moments that are priceless.
Key Business Issues
● Evolving the Priceless campaign
● Not Top of Wallet
Men & women
College Educated
Forward thinkers
Tech-Savvy
MasterCard
cardholders
Ages 25-38
Top 25 DMA’s
Live life to fullest
Target Audience
Meet Sarah, 27
Stay at home momBachelor’s degree in EnglishStarted a popular “Mother’s Guide”
blogPrimary household shopperEnjoys “me time” on weekends
Meet Juan, 30
Bachelor who owns his own business
Enjoys unwinding over the weekends
Plays baseball for funLoves traveling to see his friendsBig music lover
Meet Maci, 35
Eats organic and enjoys keeping her family healthy.
Loves watching ChoppedAlways glued to her iPhoneHas busy schedule and likes to start
her day with a cup of coffee.
Key Benefit
MasterCard connects cardholders seamlessly to unforgettable,
personalized experiences through our new Priceless rewards program.
Fits into consumers everyday
life
Multiple payment methods
Nine passion points
Features
Lighthearted
Shocking
Quizzical
Clear & straightforward
Humorous
Tone
Turning cardholder’s everyday purchases into individualized moments and unforgettable, once in a
lifetime experiences.
The Big Idea#WHATSNEXT
On your Priceless Path
Experience
Guerilla
Promoted by: Guerilla
marketing, Social media & OOH advertising
Where: NYC Citi
Field When: July 16, 2016
“State fair” themed event to kick off
campaign
Everyone can attend;
MasterCard cardholder
perks
During: Periscope.
After: YouTube
Carnival rides &
games, pop-up shops,
crafts, food, drinks, &
live music.
PR Activation
PR Activation
PR Activation
whatsnext.mastercard.com
PR Activation
Hidden stageEnter
Enter
Television
Client: MasterCardProduct: A MasterCard Title: The ConcertLength: 60 seconds
Juan “Concert”
1 2 3 4
5 6 7 8
9 10 11 12
Juan “Concert”
Juan “Concert”
Juan “Concert”
Juan “Concert”
Copy: Travel life’s path with us to maximize every Priceless moment
Tagline: Experience #WHATSNEXT on your Priceless Path
Out of Home
Body Copy:“With every payment, Mastercard enters you into their priceless surprises reward program. This increases your chance to experience priceless moments personalized from your favorite purchases.”
Out of Home
Out of Home
Social Media
Digital Media
Media Plan
Budget
Agency Fee
OOH
$50,000,000
$7,500,000
$10,000,000
Lifestyle/Guerilla
$4,710,000
TV $14,000,000
Print $5,570,000
Social Media $120,000
Digital $7,300,000
Total $41,700,000
Billboards:
U.S Interstate 1-99
Out of Home Recommendations
Out of Home:
Displayed throughout train/subway/bus stations
Priceless cities & Top DMA’s
Interactive Screen:
Train/subway/bus stations in Top DMA’s
Lifestyle
Promotions:10 Face-Swap Screen locations:
- Wall Street, Times Square, Central Park & Citi Field
1 Recorded Screen
Guerilla:Locations
- Trains/buses/ subways
- NYC sidewalk/streets
- Manhole covers
Social Media:Viral videos from bus shelter activations
#WhatsNext
Newspaper Publications
Magazine Publications
Networks
Digital Recommendations
Social Media Recommendations
Demographics:- College graduate
- Bachelor degree- Annual income of $90K+
Interests:- Fitness & Wellness- Hobbies & Activities:
- Travel- Home & Garden
- DIY- Home
Improvements
Food and Drink- Beverages- Cooking- Restaurants
- Coffee Shops
Entertainment - TV- Music- Live Events
Success Metrics
PR OOH & GuerillaFoot traffic at PR event
DigitalCRTSessions on landing page
PrintCirculation
Campaign OOH/GuerillaReach
TVNielsen TV Measurements
Social MediaUse of #WhatsnextIncreased conversations
Thank You!
Appendix A: Full Media Plan