McCann Tokyo Plan Book Winning Team

1. Red Team

2. WHO WE ARE
Madison Stemmler Momoko YoshidaRisa Sugiyama
Aoi SaitoYu LiuEllie Carr
Claire Young
Quinn Malloy
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3. CONTENTS
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Executive Summary
Situation Analysis
Brand Role
Market Insights
SWOT Analysis
Target Insights
Objectives
Truth Well Told
Methods of Donation
Metrics of Success
Consumer Jorney
Estimated Budget
Further Recommendations
Activation Plan
Target Profile
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4. EXECUTIVE SUMMARY
Mastercard asked us to create an activation campaign for the period of the
upcoming Rugby World Cup 2019. The main focus is to drive card usage, raise
consumer affection and brand awareness. During this campaign, Mastercard
will collaborate with The World Food Programme (WFP). Our target group is
high income, Mastercard-holding business professionals aged 35 to 45 who are
well-traveled and financially independent. The widespread recognition of
Mastercard’ s “Priceless” campaign gives the company a competitive
advantage in the Japanese market. We have integrated this idea into our
campaign by incentivizing card use with “Priceless” experiences, such as tickets
to the final match at the World Cup. The joy of “victory on the field” during the
Rugby World Cup is indeed memorable, but we wanted to demonstrate how
impactful “victories off the field” can be also. The campaign will emphasize
working as a team to achieve victories on and off the field through “The World
Food Cup,” a simultaneous event that will create and promote fun, interactive
ways to donate to WFP. The World Food Cup will include incentivized mobile
applications, pop-up games and a special halftime ceremony at the final match.
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5. SITUATION ANALYSIS
Today, 258.9 million credit cards have been issued in Japan, and on average each Japanese adult owns 2.5 credit cards. While these numbers make the market seem
oversaturated, the Japanese are in fact reluctant to use credit cards for most daily purchases — largely due to privacy concerns.
However, the credit card market is rapidly expanding. An increasing number of people are using credit cards to pay for things like online shopping, public transportation,
medical expenses, electronic money, etc. In addition, other new financial services with universalized, cheaper merchant fees present major competition to the credit card
industry. The utilization of data will be increasingly critical to the creation of efficient business models in wake of these market changes.
Category Overview
Primary Competition
Cash: 80 percent of payments done in Japan are via cash.
JCB: A Japanese-born credit card company with the second largest market share.
Visa: An American credit card company with the largest market share in both Japan and the world.
Secondary Competition
Suica and Pasmo train cards: the train cards in Japan are effectively prepaid debit cards that can be used in convenient stores, vending machines, and more.
“Konbinis” : the post purchase payment method that is popular in Japan. In 2015, Japan boasted over 55,000 Konbinis.
Competition in Japan
In 1966, a group of California banks created the Interbank Card Association (ICA), and established strategic alliances to create “Master Charge: The Interbank Card,” which
soon became one of the company’ s first globally inclusive credit card programs. In 1979, the company changed its name to Mastercard and continued to expand,
geographically and technologically. 18 years later, the “Priceless” campaign was introduced, prompting widespread recognition of the brand in households across the world
and creating a reputation that depicts the company’ s values. Today, Mastercard is among the most popular technology companies in the global payments industry,
operating the world’ s fastest payment processing network and connecting consumers, financial institutions, merchants, governments and businesses in more than 210
countries and territories. The Mastercard team works for the benefit of all, making everyday commerce activities — such as shopping, traveling, running a business and
managing finances — easier, more secure and more efficient for everyone.
Brand History
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6. OBJECTIVES
Business Objectives Communication Objectives
To drive usage of Mastercard holders through
partnership with the Rugby World Cup 2019.
Rationale
The use of credit cards in Japan is significantly low, where cash is the
preferred method of payment. However, every Japanese adult has
approximately 2.5 credit cards. Therefore, they have the means to use
a credit card but the combination of fear of fraud and debt, and the
convenience of using cash is preventing them from doing so. The
upcoming Rugby World Cup creates an opportunity to increase
card usage in Japan through events and competitions.
Increase Mastercard brand awareness and
affection by leveraging charitable acts to the World Food
Programme, creating a concept that promises victory for the
consumer and humanity.
Rationale
Mastercard offers a priceless campaign for Mastercard customers to
win a ticket to the final game in the Rugby World Cup 2019. The
“victory for everyone” campaign combined with The Rugby World
Cup and The World Food Programme can create brand
awareness and favorability towards Mastercard. These
factors combined together will work to combat the
Japanese skepticism towards using credit
cards.
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7. MARKET INSIGHTS
In 2017, 258 million credit cards were issued in Japan,
however, credit card transactions accounted for only 20
percent of purchasing activity.
Mastercard’ s 30.5 percent market share is the
third-highest in Japan. Its largest competitor, Visa, has a
market share of 75 percent. Tokyo-based credit card
company, JCB, has a market share of 47.6 percent.
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8. Strength
Oppotunity
Weakness
Threat
Consumers are intrigued by the capabilities of new
technology. Mastercard’ s dedication to implementing
these advancements into everyday life keeps the
brand relevant and directly shapes the future.
Mastercard is a globally recognized brand, promoting
human connectivity and experience.
The concise, one-word tagline, “Priceless,” has
created top-of-mind awareness among consumers.
Brand Image
Innovation
New payment technologies such as Apple Pay,
Google Pay and LINE Pay have been introduced to
the Japanese market, presenting an opportunity for
the Japanese society to become more comfortable
with the concept of mobile payment.
The increasing popularity of E-commerce firms such
as Amazon and Rakuten have created a larger need
to own and use a credit card in Japan.
New technology
E-commerce markets
The Japanese people are apprehensive about using credit cards
due to a fear of accumulating debt and a reluctance to give out
personal details. As a result, the preferred payment method in Japan
is cash.
Below average card usage
In Japan, Mastercard is often seen as a foreign brand, which leads
Japanese consumers to feel more comfortable banking with
domestically established competitors like JCB and VISA.
Foreign brand image
JCB is a preferred credit card company in Japan, holding the trust of
many consumers. Visa is also a well-established competitor in
Japan. Visa’ s sponsorship of the 2020 Olympics will provide an
opportunity for broad exposure to a large audience.
Mastercard has recently gone through a sponsorship scandal during
the 2018 Football World Cup. Mastercard had promised to donate
10,000 meals to hungry children for every goal scored by Argentina
player Lionel Messi and Brazil counterpart Neymar. This campaign
caused controversy and ultimately hurt the company’ s brand
image.
Competitors
Recent PR
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9. BRAND ROLE
Mastercard is a company for the future, dedicated to
facilitating global commerce and creating opportunities for
people around the world. Mastercard’ s most recent
marketing campaigns, “Priceless” and “A World Beyond
Cash,” have humanized the brand and connected people to
the experiences that matter to them.
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10. TARGET INSIGHTS
Gen X
Gen X consists of those aged 38-54 years old. This generation tends to be in constant pursuit of financial independence, and enjoys spending quality time with
their families and friends. Typically, they spend their money on experiences instead of physical items. They tend to be specific in what they consider to be
important. When making decisions regarding banking, Gen X places great importance on fee waivers, rewards and cashback as the most important features.
The generation largely subscribes to four different pillars of happiness, such as family, health, material and spiritual wealth.
Our Target Group
High income business professionals aged 35-45.
They are well-traveled individuals who seek authentic experiences and luxury items. The target tends to be married with one child.
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11. TARGET
PROFILE
Hiroki is 44 years old and lives in Ichigaya with his
family. His usual payment method is Mastercard or
Apple Pay on his iPhone. He travels overseas at
least once a month for work. He enjoys coming
home and watching sports on TV with his son after
a long day at the office. Additionally, he likes doing
various activities with his family, such as going to
sports matches, shopping and eating dinner at
nice restaurants.
Yoko is 37 years old and lives in Akasaka, Tokyo.
Her husband has a high-earning job and they do
not have any children. This gives them the
opportunity to travel to luxurious destinations. In
her free time, Yoko enjoys going to lunch with her
friends and shopping in Ginza. Yoko appreciates
how convenient it is for her and her friends to use
their credit cards when making large purchases.
Hiroki Yoko
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12. TRUTH WELL TOLD
Victory on the field can be memorable,
but just for supporters of one team.
Victory off the field is priceless for everyone.
勝利の喜びを、
フィールドの外へ。
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14. Donations will be made
automatically with every Mastercard
transaction.
METHODS OF DONATION
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16. 1
Kickoff
Event
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17. Eleanor Carr
Intern
Mastercard
1-800-627-8372
832-589-8474
egc7c5@mail.missouri.edu
For Immediate Release:
Mastercard kicks off World Food Cup with Fireworks Show
Mastercard will hold a fireworks show on Friday, Sept. 20, 2019 at 8:30 p.m. to kick off its World Food Cup campaign,
which will take place over the next two months. The event will be held at Meiji Jingu Stadium in Shinjuku, Tokyo, Japan.
From September 20th to November 2nd, consumers will have the opportunity to participate in the Mastercard World
Food Cup (WFC.) During this time, every ¥130 spent through Mastercard transactions will prompt the donation of a
week’ s worth of food to a child in a developing country. A consumer point system will be implemented during this time,
where consumers will gain rewards by using their Mastercard.
Additionally, pop-up rugby events will take place across multiple cities in Tokyo. This will give consumers the
opportunity to gain points for the WFC, and win rewards.
For more information about Mastercard and the World Food Cup, visit
https://www.mastercard.co.jp/ja-jp.html.
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18. Coinciding with the opening ceremony of
the Rugby World Cup, Mastercard will
have its own kickoff fireworks event for
the World Food Cup. The display will be
broadcast on television and help ignite
motivation for the donation period. 18

19. 2
Point
System
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20. Mastercard App
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21. 3
Pop-up Events
トライ for チャリティー
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23. LINE STICKERS
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24. 4
Mastercard
MVP Rewards
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25. Mastercard
Lounge
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26. 5
Mastercard
Closing Ceremony
【光】∼皆の勝利が導く、
プライスレスな祝賀会∼
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30. ACTIVATION SCHEDULE
Rugby
Games
Points/
Donations
Pop-up
Games
Closing
Ceremony
Kickoff
Event
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31. CONSUMER JOURNEY
Opening Firework
Event
Pop-up Rugby Game Win Tickets MVP Rewards Closing Ceremony
Press Release Sign in the
Restaurant
Download the App Creates Team
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32. ESTIMATED
BUDGET
($1,341,611)
¥148,702,869
Events TOTAL ¥140,293,050
Technology TOTAL ¥ 3,826,051
Workers and Others TOTAL: ¥4,583,768
Mastercard Closing Ceremony TOTAL: ¥37,163,500
- Xyloband wristband with Mastercard logo ¥500 × 72,327 seats = ¥36,163,500
- 100 tickets for the reward seat D ¥10,000× 100=¥1,000,000
Kick-off event (Press Release) TOTAL: ¥100,000,000
- 10,000 fireworks: ¥100,000,000
Pop-up event: TOTAL: ¥2,940,000 ($22,108)
- Location rental ¥10,000 per hour × 6 hours ×48 events=¥2,880,000
- Specialized equipment: rugby ball ¥2000 ×5 =¥10,000, goal ¥20,000, others ¥30,000
Mastercard lounge TOTAL: ¥189,550 ($1,704)
- Location fee: ¥10,000per hour ×6hours =¥60,000
- Food and beverage ¥100,000
- Servers ¥985 per person ×5workers ×6 hours =¥29,550
- Pepper ¥0
- Application development ¥3,720,000
(aimed for apple iOs users, login system linked with customer’ s bank account, profiting from upfront cost, a ranking
system, with an app icon)
- Stickers: LINE ¥0
- Snapchat Geofilter: (¥554 per 20,000 sq. ft.) ((avg. stadium sq. ft. / 20,000) x 5) x 40 stadiums) ¥353,502
- Pop-up event: 7 workers per event × ¥958 per hour ×6 hours on average per person× 48events =¥1,931,328
- Final match (Yokohama stadium): 30 workers per event × ¥958 per hour × 6 hours on average per person = ¥172,440
- App developers: 2 workers × ¥1,240,000 = ¥2,480,000 32

33. METRICS
OF SUCCESS
- Number of meals provided to the children in Africa
- Increase of public awareness
World Food Programme
- Monitor use before, during and after the World Food Cup
Mastercard usage
Earned social media from events
Instagram:
- Shared photos
- Increase/decrease in followers
- Usage of our created hashtag
Twitter:
- Number of people talking about the cause
- Increase/decrease in followers
- Positive/negative tweets
- Usage of our created hashtag
Facebook:
- The amount of shares, likes, comments
- Tracking how many people will be participating in the rugby pop-up game.
Event attendance
- After the rugby world cup, we will hold interviews, send out questionnaires and ask about the
brand awareness.
Brand awareness
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34. FURTHER
RECOMMENDATIONS
The Mastercard World Food Cup may be repeated
every four years as a Rugby World Cup tradition.
Permanently establishing Mastercard alongside this
event will allow the brand consistent opportunities for
massive global exposure in a caring, positive light.
Tradition prompts consumers to become increasingly
familiar with the donation period and process,
heightening the likelihood of participation each time.
We have designed a World Cup themed Mastercard
that could be implemented in future World Cup
locations.
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