Brief Explanation

Creating Priceless Surprises is the heart of MasterCard. Connecting people to priceless possibilities is at the heart of what MasterCard does. With the upcoming Mother’s Day, MasterCard wanted to give their cardholders a chance to make this year’s celebration Priceless by offering them a chance to create a special moment for their Mom. Our sponsorship with Hugh Jackman brought the concept to life of producing an emotional spark to engage with consumers and catalyse responses. The challenge was for us to connect those in APAC with our merchant offers and give someone a Priceless Surprise for their Mom.

Results and Effectiveness

The campaign reached out to 131 million users in Australia, Hong Kong, China, India and Singapore. We generated 9.8 million Engagements with our target audience. The campaign further generated 6.9 million video views and above all MasterCard’s merchants received a whopping 2 million qualified leads. Click rates to our merchant pages were 131% higher compared to the industry average.

Creative Execution

As part of the MasterCard Digital and E-commerce Engine, the media team had 3 types of ad inventory to promote – video assets, engagement ads and offer ads. The campaign was set up to deliver maximum reach for videos and engagement ads, 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 for Priceless Surprises throughout the year. We also knew we needed a platform for people to publicly celebrate their Mother’s stories and life achievements for Mother’s Day; thanking her for everything she has done for the family. With APAC being a highly diverse continent, we needed a channel to connect everyone and our research showed Facebook to be the common factor for our markets.