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MasterCard Pitch

Date post: 20-Mar-2017
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Page 1: MasterCard Pitch
Page 2: MasterCard Pitch

Nora Ransick Account Director

Francesca SheaAccount Planner

Chris BoyleAccount Planner

Lindsey Porter Copywriter

Joey Cotton Copywriter

Tanya Patra Art Director

Narvis Kennel Media Planner

Our Team

Page 3: MasterCard Pitch

RFP Takeaway

Evolve the Priceless campaign

Create strong differentiated

positioning

Drive usage to become top

of wallet

Develop a meaningful, integrated-marketing plan to:

Page 4: MasterCard Pitch

Key Challenges

Changed payments landscape

Clutter & brand

disintermediation

Cardholders not using

MasterCard

Page 5: MasterCard Pitch

Every day, everywhere, we use our technology and expertise to make our payments safe, simple and smart.

“We believe in a world with better

ways to pay”

Offer wide range of payment

solutions

Global reach- extending to over 210 countries &

territories

#53 world’s most valuable brand

Priceless Campaign

Current Situation

Page 6: MasterCard Pitch

Industry Trends

Trend 1Consumer data for more personalized reward programs

Trend 2Mobile and Alternative Payments are reshaping the consumer experience

Trend 3Convenience is generally most important in online shopping

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MasterCard➔ 17 years of Priceless campaign➔ Positioning: “Connecting people to

priceless possibilities”➔ Traditional Ads➔ Celebrity endorsements & sponsorships➔ Digital, social & mobile

Discover➔ Ranked in top spot for customer loyalty➔ Targets: College students & young

professionals➔ Active promotions to drive usage➔ TV spot: #FreezeIt➔ NHL sponsor

Visa➔ Positioning: “The best way to pay and be

paid everywhere”➔ New tagline & refreshed logo➔ Ramping up use of mobile & social➔ Optimized around user experience➔ Olympics, FIFA, NFL Sponsor

American Express➔ Marketing as service➔ Customer focused➔ Trust, security, service➔ Open Forum➔ American Express Publishing➔ Digital & Social focused

Current Advertising

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AudienceEarly adopters of technology who expect every experience to be fluid & seamless

Demographics25-38, top 25 DMAs, $90K+ annual income, college educated

Psychographics“Forward thinkers”

AttitudesNew choices to simplify their lives

DissatisfactionExpect everything to be quick & seamless. Payments have yet to catch up

NeedsQuick, seamless & secure

Current Customers

Page 9: MasterCard Pitch

Global payments technology company

working to enable consumers,

businesses, banks and governments to use digital currency.

To help people spend smarter, manage

debt better and save more so they achieve

a brighter financial future.

Global services company that

provides customers with access to

products, insights and experiences that enrich lives and build

business success.

“Everywhere you want to be”

“It pays to Discover”

“Realise the potential”

Competitive Analysis

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Target Audience we surveyed:● Males and females, ages 25-38, annual income $90k+● MasterCard cardholders

SURVEY● One survey administered

● Questions covered: Demographics, travel preferences, shopping habits, credit card preference & advertising efforts

● 85 total responses

FOCUS GROUP● One focus group conducted

● Questions covered: credit card preference, advertising efforts & “Priceless” campaign

● 6 participants: 3 females and 2 males, between the ages 30-36, making above $90k

Research Overview

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Research Objectives

Understand purchase patterns of target audience

Understand lifestyle of

target audience

Understand perception of MasterCard &

Priceless

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In response to the “From Everyday to Priceless” father/son ad:

“I’ve never once thought that access to a credit card can get me any experiences. I just don’t see the connection. I can’t see it in the commercial, it’s just personally, I don’t. It doesn’t click for me.”

- Male Focus Group Participant

Key Finding

“If I have a MasterCard do I go to the website to sign up for the Experience? Do I, how do I tell them, I want a Priceless Experience? Do I get a Priceless Experience automatically? I dunno. I would have to go to the website to figure it out myself?”

- Female Focus Group Participant

Page 13: MasterCard Pitch

Key Finding

69% of people are willing to use a different

debit/credit card, if they

offer more personalized rewards.

69%

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Many are unaware of the rewards & benefits that MasterCard has to offer.

Key Takeaway

Page 15: MasterCard Pitch

Positioning Statement

MasterCard promises to provide cardholders with a seamless and secure path to meaningful, personal experiences,

anyway-they-pay.

Page 16: MasterCard Pitch

Communication Objective

We aim to educate MasterCard cardholders about the exclusive services and benefits that come from using their

MasterCard. By changing MasterCard’s current Priceless Surprises sweepstakes so that more than one person can be a

winner, cardholders will choose MasterCard over the

competition because they will connect “MasterCard” with the opportunity to maximize moments that are priceless.

Page 17: MasterCard Pitch

Key Business Issues

● Evolving the Priceless campaign

● Not Top of Wallet

Page 18: MasterCard Pitch

Men & women

College Educated

Forward thinkers

Tech-SavvyMasterCard cardholders

Ages 25-38

Top 25 DMA’s

Live life to fullest

Target Audience

Page 19: MasterCard Pitch

Meet Sarah, 27

● Stay at home mom● Bachelor’s degree in English● Started a popular “Mother’s Guide”

blog● Primary household shopper● Enjoys “me time” on weekends

Page 20: MasterCard Pitch

Meet Juan, 30

● Bachelor who owns his own business

● Enjoys unwinding over the weekends

● Plays baseball for fun● Loves traveling to see his friends● Big music lover

Page 21: MasterCard Pitch

Meet Maci, 35

● Eats organic and enjoys keeping her family healthy.

● Loves watching Chopped● Always glued to her iPhone● Has busy schedule and likes to start

her day with a cup of coffee.

Page 22: MasterCard Pitch

Key Benefit

MasterCard connects cardholders seamlessly to unforgettable, personalized

experiences through our new Priceless rewards program.

Page 23: MasterCard Pitch

Fits into consumers

everyday life

Multiple payment methods

Nine passion points

Features

Page 24: MasterCard Pitch

Lighthearted

Shocking

Quizzical

Clear & straightforward

Humorous

Tone

Page 25: MasterCard Pitch

Turning cardholder’s everyday purchases into individualized moments and unforgettable, once in a

lifetime experiences.

The Big Idea

#WHATSNEXT On your Priceless Path

Experience

Page 26: MasterCard Pitch

Guerilla

Page 27: MasterCard Pitch

Promoted by: Guerilla marketing,

Social media & OOH advertising

Where: NYC Citi Field

When: July 16, 2016

“State fair” themed event

to kick off campaign

Everyone can attend; MasterCard

cardholder perks

During: Periscope.

After: YouTube

Carnival rides & games, pop-up

shops, crafts, food, drinks, & live music.

PR Activation

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PR Activation

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PR Activation

whatsnext.mastercard.com

Page 30: MasterCard Pitch

PR Activation

Hidden stage

Enter

Enter

Page 31: MasterCard Pitch

Television

Client: MasterCardProduct: A MasterCard Title: The ConcertLength: 60 seconds

Page 32: MasterCard Pitch

Juan “Concert”

1 2 3 4

5 6 7 8

9 10 11 12

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Juan “Concert”

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Juan “Concert”

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Juan “Concert”

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Juan “Concert”

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Print

Page 38: MasterCard Pitch

Print

Page 39: MasterCard Pitch

Print

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Print

Copy: Travel life’s path with us to maximize every Priceless moment

Tagline: Experience #WHATSNEXT on your Priceless Path

Page 41: MasterCard Pitch

Out of Home

Body Copy:

“With every payment, Mastercard enters you into their priceless surprises reward program. This increases your chance to experience priceless moments personalized from your favorite purchases.”

Page 42: MasterCard Pitch

Out of Home

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Out of Home

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Social Media

Page 45: MasterCard Pitch

Digital Media

Page 46: MasterCard Pitch

Media Plan

Budget

Agency Fee

OOH

$50,000,000

$7,500,000

$10,000,000

Lifestyle/Guerilla

$4,710,000

TV $14,000,000

Print $5,570,000

Social Media $120,000

Digital $7,300,000

Total $41,700,000

Page 47: MasterCard Pitch

Billboards:

U.S Interstate 1-99

Out of Home Recommendations

Out of Home:

Displayed throughout train/subway/bus stations

Priceless cities & Top DMA’s

Interactive Screen:

Train/subway/bus stations in Top DMA’s

Page 48: MasterCard Pitch

Lifestyle

Promotions:10 Face-Swap Screen locations:

- Wall Street, Times Square, Central Park & Citi Field

1 Recorded Screen

Guerilla:Locations

- Trains/buses/ subways

- NYC sidewalk/streets- Manhole covers

Social Media:Viral videos from bus shelter activations

#WhatsNext

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Newspaper Publications

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Magazine Publications

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Networks

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Digital Recommendations

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Social Media Recommendations

Demographics:- College graduate

- Bachelor degree- Annual income of $90K+

Interests:- Fitness & Wellness- Hobbies & Activities:

- Travel- Home & Garden

- DIY- Home

Improvements

Food and Drink- Beverages- Cooking- Restaurants

- Coffee Shops

Entertainment - TV- Music- Live Events

Page 54: MasterCard Pitch

Success Metrics

PR OOH & GuerillaFoot traffic at PR event

DigitalCRTSessions on landing page

PrintCirculation

Campaign OOH/GuerillaReach

TVNielsen TV Measurements

Social MediaUse of #WhatsnextIncreased conversations

Page 55: MasterCard Pitch

Thank You!

Page 56: MasterCard Pitch

Appendix A: Full Media Plan


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