Cannes Lions

MASTERCARD

UM, New York / MASTERCARD / 2012

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Overview

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Credits

Overview

Execution

A multi-platform integrated media strategy was deployed to not only build awareness of and engagement with this platform, but also to work with media partners in an innovative and differentiating way.•Custom Content & Activations: We partnered with media owners to create the “product” – a myriad of custom one-of-a-kind culinary, arts & entertainment and shopping experiences, exclusive retail offers and privileged access to events curated only for cardholders.

•OOH: Created buzz surrounding relevant consumer experiences•Digital: Engaged consumers via “lean in” one-on-one communication, prompted to take action and provided a space to communicate & share experiences via social •Print: Created an emotional bond via their "favorite" publications and established a deeper connection •Radio: Provided reminder messages to drive consumers to enroll/participate and using well known DJ personalities to emotionally connect with listeners•Television: Enabled MasterCard to drive immediate awareness of the PNY launch

Outcome

In six short months, Priceless New York has boosted the brand, in terms of awareness, affection, and transactions. Brand awareness is up 20%. MasterCard’s Net Promoter Score is way up. And, among consumers who purchased a PNY experience, their total MasterCard spend rose by 35%. Priceless!

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