2. Key Campaign information
Environment/Panels Key Campaign Objective
162 Rail 48 Sheets
79 Roadside 48 Increase awareness of Mastercard’s
Sheets “Priceless London” website and
M3 and A3 Towers strengthen perceptions of the overall
brand
Other Media
3. Advertising Awareness
High levels of MasterCard advertising 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
The outdoor campaign achieved strong cut through
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
The towers drove 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
8. Summary
• The outdoor campaign was
clearly recognised
• The Towers worked by
strengthening perceptions of
MasterCard as a brand whilst the
dwell that rail offers allowed it to
get across the key message of
the campaign
• Both the Towers and the rail
campaign drove intention to visit
the “Priceless London” website
9. Want to find out more?
Contact the JC Decaux research
team to find out how the campaign
performed across other metrics
including how the Towers helped
shift perceptions of Mastercard in
line with a key competitor
