Credit, debit, reward, loyalty, gift, phone and other cards.
MasterCard was perceived as an everyday, ordinary credit card - "the other card" you keep in your wallet behind Visa and American Express. The challenge was to create an emotional bond and basis of aspiration without losing the brands every functional appeal. The strategy was to position MasterCard as the "Best Way To Pay For Everything That Matters" capitalizing on MasterCard's functional image while defining a new aspiration that was in tune with emerging consumer values. MasterCard's "Priceless" campaign has gotten the industry's attention and has delivered rapid gains in key brand imagery measures, market share and mail share.
Client: MasterCard Worldwide
Agency: McCann-Erickson New York
Purchase Power... You Could
Visa Platinum, supported by the Purchase Power...You Could campaign, surpassed all marketing objectives, while obtaining an image leadership position. Visa Platinum achieved these dramatic results in the advent of an undifferentiated product and intensified competitive activity.
Brand: Visa Platinum
Client: Visa, Inc.
Agency: BBDO New York