Mastercard India presents #FulfilAPromise

Ruth Lim, Elissa Wong and Diyanah Lubis

Credit card brand Mastercard used a social media campaign based around travel and parenting to drive leads to merchant partners in India.

Campaign details

Brand: MastercardBrand owner: MastercardLead agency: Digital Arts NetworkContributing agencies: McCann Worldwide, Octagon, CaratCountry: IndiaIndustries: Banks, credit cards, loansMedia channels: Programmatic display, Social media Budget: Up to 500k

Executive summary

To follow through on its commitment to being consumer-first, Mastercard created a campaign that was entirely guided, from start to end, by their consumers' needs and desires.

Aiming to connect emotionally with our target audience, we conducted an in-depth analysis of the consumers' decision-making journey. We were able to identify the many different micro-moments, from emotional to...

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