MasterCard Launches New Ad Campaign Geared Towards Affluent Consumers
Latest Priceless(R) Execution Communicates the Benefits of World MasterCard
PURCHASE, N.Y.--(BUSINESS WIRE)--May 15, 2006--MasterCard International today announced a new advertising campaign for World MasterCard, a card program that combines flexible, personalized rewards with no pre-set spending limit to appeal to today's expanding affluent market. The campaign is the most recent component of a broader MasterCard strategy to continue to increase its brand preference and card usage among affluent consumers.
The ad campaign launches tonight with a 30-second television commercial during the season finale of ABC's Grey's Anatomy. The spot will run through the end of September. The campaign will also include print executions later this year, and will be integrated into www.priceless.com, the interactive and upscale MasterCard website that delivers content to reflect the interests of today's affluent consumer.
The television spot, entitled "Great Lady Golfer," represents an extension of the traditional Priceless(R) advertising format. Rather than showing a series of purchases that lead to a Priceless moment, the new spot opens with a Priceless moment and shows how it leads to a series of related purchases.
The spot features three men and a woman playing a round of golf. The woman makes a very difficult chip shot, to which the narrator responds, "There are some things in life money can't buy." The ad then flashes forward to show a series of purchases the woman makes to improve her game and satisfy her newfound passion for the sport. "For everything else, there's World MasterCard Card, the card that won't hold you back," the narrator concludes.
The campaign communicates the flexible purchasing power created by the no pre-set spending limit of World MasterCard which means that charges to the card are approved based on factors such as previous card usage, credit history, and payment history, eliminating the constraints of a fixed line of credit.
"We've observed that consumers in the affluent market are ready, willing and able to pursue their passions full-bore. And that means they need payments choices such as World MasterCard which gives those consumers unfettered access to experience anything and everything that matters most to them, a point the new ad brings to life," said Amy Fuller, Group Executive, Americas Marketing, MasterCard International. "We believe that taking this new approach to our traditional Priceless ad strategy emphasizes MasterCard's relevance to the affluent market."
McCann Erickson New York is handling the creative for the new ad campaign. The agency creative team includes: Joyce King Thomas, EVP, Chief Creative Officer; Pete Jones, SVP, Creative Director; Chris Cereda, VP, Associate Creative Director; and Sally Hotchkiss, SVP, Executive Producer.
The new ad follows last year's Priceless spot, entitled "Candy Store," that focused on the unique rewards platform of World MasterCard that allows cardholders to choose their own rewards based on their own life priorities. The two spots combine to position World MasterCard as a card the offers unfettered access to the most rewarding life imaginable.
About MasterCard International
MasterCard International is a leading global payments solutions company that provides a broad variety of innovative services in support of our global members' credit, deposit access, electronic cash, business-to-business and related payment programs. MasterCard manages a family of well-known, widely accepted payment card brands including MasterCard(R), Maestro(R) and Cirrus(R) and serves financial institutions, consumers and businesses in over 210 countries and territories. The MasterCard award-winning Priceless(R) advertising campaign is now seen in 106 countries and in 50 languages, giving the MasterCard brand a truly global reach and scope. For more information go to www.mastercardinternational.com.