The Campaign

We wanted to strike a chord emotionally with them in order to make a difference, so instead of the conventional brand-in approach, we decided to do it differently: Put our consumer directly in the centre and crowdsource our transformation. We reached out to our consumers on WeChat directly. We offered up a once-in-a-lifetime family trip to Australia for the best answer to one simple question: why does your family need this trip? And while we expected the conventional CNY “family reunion” response, we were surprised to see the majority of submissions talking about a common tension in their lives: parents felt guilty for spending more time on work commitments than with their families. And amidst all these stories, one in particular stood out.

Creative Execution

(visuals: Family AU trip footages - first-class plane ride, beach play, dining in first-class restaurant, birthday party in luxury hotel room, meeting Hugh Jackman and getting photo together) Inspired by their story, we wanted to continue to encourage other affluent travellers to be their own family’s superhero and bring Priceless memories to their loved ones. So once again, we put the consumer at the centre. We created a video for their trip and turned it into a WeChat Moment Ad, continued to ask affluent travellers for their stories. Our WeChat Followers started to climb faster than we’d ever seen before, and stories were coming in droves.

And after building this spike in emotional affinity with MasterCard, we delivered real ways for families to tangibly bring the #PlatinumTripPricelessLifetime (?????????) into their own lives… (Visuals of the H5 Platinum site) …and connected them directly with our bank partners to get it in their wallets even faster. (Visual of the bank selector screen) Now that’s the power of a brand built on social crowdsourcing - emotion-in, brand-out.

(Footages of the wife talking about the tension; voice-over: It was the story of a father who tirelessly worked to build a strong foundation for his family and how he came to the realisation that all the hard work he was putting in for his son to have a good future life was at the cost of him missing out on experiencing and being a part of his son’s childhood in the present. We then surprised that family with an all-expenses paid, luxury trip to Australia, where we arranged exquisite experiences and a surprise meet-up for the son with his superhero - Hugh Jackman. This trip had reconnected and brought meaning to this family and the dad in particular. This, is the kind of Priceless experience he had been longing for in a long time.