Cannes Lions

CREDIT CARD

GSD&M ADVERTISING, Austin / MASTERCARD / 2008

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Overview

Entries

Credits

Overview

Execution

We developed a unique two phased magazine-centric promotion called Priceless Search that rewarded three everyday consumers with truly priceless experiences.

Phase I teased consumers through ghosted print asking if consumers were searching for the priceless things in life. Phase II utilized interactive magazine inserts that encouraged consumers to physically and emotionally interact with the MasterCard brand. The inserts contained a simple envelope that consumers could open to see if they were an instant winner of three priceless prizes: a private dinner prepared by chef David Bouley and a trip to Paris to experience his favourite restaurants with him, a portrait painted by renowned artist and director Julian Schnabel, and a one-of-a-kind trip to experience each of the Seven Wonders of the World. All the searchers had to do was open the envelope and see if they’d won.

Outcome

The uniqueness of this program helped it break through the white noise of competitive sweepstakes. And the media coverage so far has been outstanding from outlets like Fox, USA Today, and Adcritic. Additionally, initial consumer response has exceeded our online engagement goal by 30%.

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