Brief Explanation

Creating Priceless Surprises is the heart of MasterCard. Recreating these moments is core to its communication. Most of us have someone to whom we owe everything. We’d love nothing more than to repay these very important people, the VIPs in our lives. Our sponsorship with Justin Timberlake brought the concept to life. We knew this would stick because we found over 2.5 million people in APAC who are fans of Justin. The challenge was for us to connect those in APAC with our 5,000 offers and give someone a Priceless Surprise with Justin Timberlake.

Results and Effectiveness

The campaign reached out to 48 million users in Australia, Hong Kong, India and Japan and generated 2 million engagements with our target audience. The campaign further generated 530,000 video views and above all MasterCard’s merchants received a whopping 420,000 qualified leads. Click Rates for this campaign saw unprecedented boosts compared to previous campaigns as highlighted below Versus previous campaigns click rates were increased by : Australia – 420% Hong Kong – 350% India – 200% Japan – 230% On the back of this we saw YOY gross billings increase by 10-39% for the campaign period

Creative Execution

From the creative idea the media team had 3 types of ad inventory to promote – video assets, brand ads and offer ads. The campaign was set up to deliver maximum reach for videos and brand, reminding the audience that MasterCard connects people and generating mass awareness of the campaign to get the most insights from people. After the initial video and engagement ads had launched the media team created hundreds of audience clusters based on the insights that came back from the stories and targeted our audience with specially selected offers, relevant to those people.

Insights, Strategy and the Idea

Through MasterCard’s relationship with Facebook we knew there was a sizable audience to communicate with. MasterCard’s brand and offers weave into the audiences’ lives, enabling them to priceless moments throughout the year. We also knew that this audience grew up with Justin’s music: from first dances, a first kiss, holidays and heartbreaks, they have a soundtrack to their lives and Justin’s music is a large part of it. With APAC being a highly diverse continent, we needed a channel to connect everyone – our research showed Facebook to be the common factor for our markets.