Mastercard deck

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”

Print

Print

Print

Print

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