MasterCard - Building Long Term Value

Mastercard’s “Priceless” campaign was launched in January 1998. The objective was to reduce the competitive advantage “Visa” held over Mastercard.

MasterCard – Building Long Term Value

Brand Name: MasterCard – Building Long Term ValueAdvertiser: MasterCard WorldwideAgency: McCann World Group EMEAPrize: BronzeCategory: Financial Services

SUMMARY

                    Priceless is our most important asset

                                                      - Larry Flannigan, CMO, MasterCard

This case study demonstrates that over the last seven years, in 35 European markets, the 'Priceless' campaign has migrated local legacy brands to MasterCard, closed awareness & preference gaps with a key competitor, helped to increase the volume of transactions made using its cards, growing revenues by 42% (2002–2005), out-performed growth of both the...

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