Priceless
Brand Name: MasterCard Client Name: MasterCardAgency Name: McCann Erickson Category for this Entry: Financial Services (Bronze)
Summary
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...