Campaign details

Brand: Mastercard
Lead Agency: UM
Region: LATAM


This article has been translated from Spanish using Google Translate. Download the original here.

Strategy

Objective

Mastercard Colombia puts us a very important challenge in 2017; and is to gain Market Share to our main Visa competitor; counteracting one of its most successful promotional campaigns in the last 15 years "Tuesday of Visa". But the challenge becomes more interesting, because we must also emphasize that we are the technology company that makes the lives of Colombians easier, faster and simpler.

To find the strategic path, we realized that in recent years people had changed the way they invest their money; since the expenses of first necessity like food, transport and home, had negative variations of (-2%) in average and the expense in entertainment comes in growing constant with a variation of (+ 4%) in average. That is why we leveraged on entertainment to generate a connection opportunity and thus achieve relevance in this context of non-adoption, counteract the Visa promotion and encourage the use of card transactions. But it was in our main competitor where we found a strategic opportunity.