Campaign details
Brand: MastercardLead agency: WMcCANNRegion: LATAM
Strategy
Objective
BUSINESS OBJECTIVES:
- Reach 800.000 participants in Mastercard year-end promotion;
- Increase by 10% the number of transactions of the registered cards during the campaign period;
- Increase transactions by 7% after the campaign.
BRAND OBJECTIVES:
- Bring greater brand differentiation: increment in "Different" in Brand Equity Tracking in post campaign research;
- Broaden the emotional connection with the brand (increment in "Meaningful" and "Brand Power" in "Brand Equity Tracking").
Target Audience
Mastercard promotional efforts have traditionally sought to speak to the general public.
Studying the history of past promotional actions,...