MasterCard – Confidence: it’s something that money can’t buy

David O'Hanlon, Paul Simonet and Andrew Raad

From 2003-05, MasterCard invested heavily in the UK behind its long-running "Priceless" campaign.
Agency: McCann EricksonAuthors: David O'Hanlon, Paul Simonet and Andrew Raad

MasterCard – Confidence: it's something that money can't buy

This paper takes a broad view of effectiveness. It not only provides the results of the campaign and evidence to support the advertising's effectiveness, but also, given that the overall returns are extremely strong, the paper talks about how, by understanding in a different way the mechanisms by which advertising can be effective in generating behavioural change, the Priceless campaign has been able to deliver these outstanding business outcomes.

MasterCard's Priceless campaign is the world's largest monothematic campaign,...

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