Mastercard Japan: Choose Priceless

Naoyuki Sawada, Yoshi Matsuura

Mastercard, the payments brand, improved its brand metrics in Japan by encouraging people to prioritise spending time with their families.

Campaign details

Brand: MastercardBrand owner: MastercardLead agency: McCann Tokyo, Momentum JapanContributing agencies: Dentsu CaratCountry: JapanIndustries: Banks, credit cards, loansMedia channels: Online display, Online video ,Outdoor, out-of-home, Print - general, unspecified, Television, Websites & microsites 

Executive summary

This case study shows how Mastercard in Japan increased brand recognition by tapping into a deeply-rooted consumer insight. The goal was to increase ownership, usage and become the number one credit card brand in Japan by 2020.

With eight years of no TVC presence, Mastercard had fallen greatly behind competitors Visa and JCB...

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