Lead Agency: WMcCANN
Even though Mastercard offers a set of quality benefits to its high-value cardholders, most consumers are unaware of the wide range of advantages they are eligible for upon card usage. On top of the lack of awareness, circumstances such as an established economic crisis and a cluttered competitive field (whereas other finance players stand by the same kind of pool of rewards) get in the way of developing and preserving brand preference.
In order to build a positive value proposition, a campaign was designed to leverage benefits related to one of Mastercard's main "live to the fullest" pillars: gastronomy.
Mastercard understands that immersive culinary journeys are priceless experiences that must be nourished, so the brand has made a business decision to take part on that. As a core reward, corkage fee exemption was promoted to consumers of choice (target audience) across a seamless communication framework.