MasterCard

October 2011

Key Campaign information

Environment/Panels Key Campaign Objective

162 Rail 48 Sheets79 Roadside 48 SheetsM3 and A3 Towers

Increase awareness of Mastercard’s “Priceless London” website and strengthen perceptions of the overall brand

Other Media

Advertising AwarenessHigh levels of MasterCard advertising awareness

Channel recall for MastercardAd recall for Mastercard

Q2a: And which, if any, credit card providers do you recall seeing/hearing advertising for recently? / Q2b: And where do you recall seeing/hearing this advertising?Source: Boxclever MasterCard Research October 2011

Creative RecognitionThe outdoor campaign achieved strong cut through

Q4b: We are now going to show you a number of adverts that you or may not have seen recently. Please can you tell us which, if any, of these you have seen and where you have seen them?Source: Boxclever MasterCard Research October 2011

Première EvaluationThe towers drove excitement towards the brand

Is an exciting brand

Is a brand I aspire to own

Is a brand that offers exclusive experiences

Is an innovative brand

Is a brand I love

Is unique

Is a modern brand

Is a stylish brand

Average % increase: 43%

QVarious: Thinking specifically about the BRAND, to what extent do you agree with the following statements? (7-10 scores)Source: Boxclever MasterCard Research October 2011

Rail EvaluationRail driving key message of the advertising

QVarious: Thinking specifically about the BRAND, to what extent do you agree with the following statements? (7-10 scores)Source: Boxclever MasterCard Research October 2011

Is an exciting brand

Is a brand I aspire to own

Is a brand that offers exclusive experiences

Is an innovative brand

Is a brand I love

Is unique

Is a brand that offers priceless experiences

Is a stylish brand

Average % increase: 81%

Call to ActionRail and Towers both key to driving website

consideration

Q10c: And how likely, if at all, is it that you will visit the 'Priceless London' website in the next couple of weeks or so?Source: Boxclever MasterCard Research October 2011

Summary

• The outdoor campaign was clearly recognised

• The Towers worked by strengthening perceptions of MasterCard as a brand whilst the dwell that rail offers allowed it to get across the key message of the campaign

• Both the Towers and the rail campaign drove intention to visit the “Priceless London” website

Want to find out more?

Contact the JC Decaux research team to find out how the campaign performed across other metrics including how the Towers helped shift perceptions of Mastercard in line with a key competitor