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European Association of Communications Agencies, Bronze winner, 2004
The challenge for MasterCard was to represent a differentiated offer to consumers, encouraging them to use their MasterCard rather than any other of their plastic options.
The challenge for MasterCard was to represent a differentiated offer to consumers, encouraging them to use their MasterCard rather than any other of their plastic options. Via the Priceless campaign, MasterCard succeeded in capturing a distinctive emotional high ground for credit for the emerging audience of affluent modern credit users; the “Good Revolvers”. This positioning has allowed MasterCard to increase its market share to the tune of billions of dollars across markets in Europe.
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