The unconventional media formats could not work in isolation to evade the message filtration process; it was crucial for the message to work with this media idea – and it did. Firstly, to catch the eye of the CFO, the message needed to be simple and sharp. Then, when attempting to engage the CFO, the message had to be detailed, compelling and include the necessary call-to-action devices.

Effective awareness was delivered amongst CFO’s as the number of leads generated increased 300% year on year for the MasterCard corporate card.This unprecedented result was achieved with the same budget, target audience and product message as the previous year–the media strategy was the differentiator. Cost per lead therefore dropped by 85%.