Client Name: MasterCard
Agency Name: McCann Erickson
Category for this Entry: Financial Services (Bronze)
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.
Demonstrate that MasterCard was acceptable for all of the emerging types of enrichment expenditure that makes up 'good revolving'.
Ensure that consumers understood that MasterCard was a distinctive and more relevant sort of brand than its key competitors.