Creative Execution

MasterCard partnered with Hugh Jackman to cut through the clutter and create an emotional connection. This campaign was powered by the Digital and eCommerce Engine. The Engine enables MasterCard to mine insights from social data and track trends in real-time to optimise emotional campaign messaging, and target the right offers to the right consumers at the right time. Over 500 creative variables were delivered throughout the campaign, ensuring that each consumer was presented with relevant content. The Digital Engine teams across 8 markets met every morning to study campaign performance data and optimise the campaign to drive incremental results.

The results of this campaign – powered by The Priceless Engine - were unlike MasterCard has ever seen. The campaign drove over 100% higher engagement rates in every market, compared to any previous MasterCard campaign. The growth rates didn’t grow all of a sudden, but were the product of the Priceless Engine planning principles of constantly listening and acting accordingly. Across the region, the hyper targeted and relevant offers that we shared during the campaign, drove over 3million qualified leads to our merchant partners. The detailed market-by-market results from the campaign using Priceless Engine can be found in the attached PDF ( Digital Entry - Results Table.pdf).

The holiday period is cluttered with messages from financial brands. MasterCard needed to cut through this clutter with an emotional campaign that touched people’s hearts, while driving the right merchant offers to the right consumers at the right time. Affluent Asians have busy jobs and travel frequently. They spend many weeks, months and sometimes years away from loved ones. On New Year’s Eve it is even more important to be surrounded by the most important people in our lives. MasterCard created an emotional campaign that asked people where they would like to be at the stroke of midnight, and who they would like to spend NYE with, and powered the campaign using a marketing innovation called the Digital and eCommerce Engine. Objectives (detailed KPIs attached): 1) Build deep relationships with consumers 2) Drive cross-border and e-commerce transactions 3) Create social media buying efficiency 4) Drive MasterCard’s Gross Domestic Value