This campaign emerged as a response to the negative perception regarding MasterCard’s acceptance outside of Brazil’s large urban centers. The objective was to prove that this perception was completely wrong. To do so, the brand needed to be taken to the most remote regions of Brazil where even media access was very difficult. Users, consumers, commercial establishments and financial institutions from all over the country needed to be totally convinced that MasterCard was widely accepted.

A campaign to take the brand all over Brazil using a character named MasterCard “Voyager” was created. Through the character, the campaign created strong identification, proximity and interactivity among users, consumers, commercial establishments and financial institutions in an unprecedented fashion. The travel was supported by a broad multidisciplinary campaign. The campaign was launched and supported by conventional media (TV, radio and press) and new media (site, blog, YouTube, orkut etc) was used to provide total involvement, and interactivity with the target. With elements of fiction and entertainment the Voyager’s journey was updated daily with new contents produced by the traveler himself.