Campaign details

Brand: Mastercard
Brand owner: Mastercard
Agency: UM Bogotá
Country: Colombia
Industries: Credit cards & loans
Media channels: Integrated, Magazines - consumer, Mobile & apps. Outdoor, out-of-home, Radio & audio, Social media, Television
Budget: Up to 500k

Executive summary

The most interesting thing about this campaign is that it was created thanks to Visa, our main competitor, which had won a piece of land in the gastronomy category for more than 10 years with Visa Tuesday. Finding a way to intervene in this territory in an aggressive way and in a short time was no easy feat.

Financial services brand Mastercard, in partnership with (one of the largest reservation and purchase sites in Latin America), created a promotion that would leave our competition at a disadvantage: 31% discount in more than 95 restaurants, not only on Tuesdays but every day! This opened up a great opportunity for mass communications with two strategic focuses – gastronomy and geolocation – to achieve a successful outcome.

Market background and context