3. Advertising Awareness
High levels of MasterCard ad awareness
Ad recall for Mastercard Channel recall for Mastercard
Q2a: And which, if any, credit card providers do you recall seeing/hearing advertising for recently?
/ Q2b: And where do you recall seeing/hearing this advertising?
Source: Boxclever MasterCard Research October 2011
4. Creative Recognition
Over half of respondents were aware of at least one of the
creatives
Q4b: We are now going to show you a number of adverts that you or may not have seen recently.
Please can you tell us which, if any, of these you have seen and where you have seen them?
Source: Boxclever MasterCard Research October 2011
5. Première Evaluation
Towers driving excitement towards the brand
Is a modern brand
Is a stylish brand
Is an innovative brand
Is an exciting brand
Is a brand that offers exclusive
experiences Average %
Is a brand I love increase:
43%
Is a brand I aspire to own
Is unique
QVarious: Thinking specifically about the BRAND, to what extent do you agree with the following
statements? (7-10 scores)
Source: Boxclever MasterCard Research October 2011
6. Rail Evaluation
Rail driving key message of the advertising
Is a brand that offers
priceless experiences
Is a brand I aspire to own
Is a brand I love
Is a brand that offers exclusive
experiences
Is an innovative brand
Is unique
Average %
Is a stylish brand increase:
81%
Is an exciting brand
QVarious: Thinking specifically about the BRAND, to what extent do you agree with the following
statements? (7-10 scores)
Source: Boxclever MasterCard Research October 2011
7. Call to Action
Rail and Towers both key to driving website consideration
Q10c: And how likely, if at all, is it that you will visit the 'Priceless London' website in the next couple of
weeks or so?
Source: Boxclever MasterCard Research October 2011
