MasterCard: Locally famous

This case study describes how Australian MasterCard evoked an emotional response to its brand by focusing on local rather than national attributes.

MasterCard: Locally famous

McCann Sydney

What were the objectives for the creative work?

MasterCard is founded on the timeless human truth that the intangible emotional value (and not necessarily the cost) of goods is "priceless" to people all around the world. That said, MasterCard found that "priceless" meant different things to different people in different markets around the world. And although, they were able to connect with the youth segment through its music programs, MasterCard was falling short in connecting with the highly valuable mass affluent segment.

The Priceless platform needed to evolve to something that connected more genuinely with...

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