Taprank - Boost your Google reviews with personalized NFC cards
Mastercard deck
1.
2. Nora Ransick
Account Director
Francesca Shea
Account Planner
Chris Boyle
Account Planner
Lindsey Porter
Copywriter
Joey Cotton
Copywriter
Tanya Patra
Art Director
Narvis Kennel
Media Planner
Our Team
5. Every day, everywhere, we use our technology and
expertise to make our payments safe, simple and smart.
“We believe in a
world with better
ways to pay”
Offer wide range
of payment
solutions
Global reach-
extending to over
210 countries &
territories
#53 world’s most
valuable brand
Priceless
Campaign
Current Situation
6. Industry Trends
Trend 1
Consumer data for
more personalized
reward programs
Trend 2
Mobile and
Alternative Payments
are reshaping the
consumer experience
Trend 3
Convenience is
generally most
important in online
shopping
7. MasterCard
➔ 17 years of Priceless campaign
➔ Positioning: “Connecting people to
priceless possibilities”
➔ Traditional Ads
➔ Celebrity endorsements & sponsorships
➔ Digital, social & mobile
Discover
➔ Ranked in top spot for customer loyalty
➔ Targets: College students & young
professionals
➔ Active promotions to drive usage
➔ TV spot: #FreezeIt
➔ NHL sponsor
Visa
➔ Positioning: “The best way to pay and be
paid everywhere”
➔ New tagline & refreshed logo
➔ Ramping up use of mobile & social
➔ Optimized around user experience
➔ Olympics, FIFA, NFL Sponsor
American Express
➔ Marketing as service
➔ Customer focused
➔ Trust, security, service
➔ Open Forum
➔ American Express Publishing
➔ Digital & Social focused
Current Advertising
8. Audience
Early adopters of
technology who expect
every experience to be
fluid & seamless
Demographics
25-38, top 25 DMAs,
$90K+ annual income,
college educated
Psychographics
“Forward thinkers”
Attitudes
New choices to simplify
their lives
Dissatisfaction
Expect everything to be
quick & seamless.
Payments have yet to
catch up
Needs
Quick, seamless &
secure
Current Customers
9. Global payments
technology company
working to enable
consumers,
businesses, banks
and governments to
use digital currency.
To help people spend
smarter, manage
debt better and save
more so they achieve
a brighter financial
future.
Global services
company that
provides customers
with access to
products, insights
and experiences that
enrich lives and build
business success.
“Everywhere you
want to be”
“It pays to Discover” “Realise the
potential”
Competitive Analysis
10. Target Audience we surveyed:
● Males and females, ages 25-38, annual income $90k+
● MasterCard cardholders
SURVEY
● One survey administered
● Questions covered:
Demographics, travel
preferences, shopping habits,
credit card preference &
advertising efforts
● 85 total responses
FOCUS GROUP
● One focus group conducted
● Questions covered: credit card
preference, advertising efforts
& “Priceless” campaign
● 6 participants: 3 females and 2
males, between the ages 30-36,
making above $90k
Research Overview
12. In response to the “From Everyday to Priceless” father/son ad:
“I’ve never once thought that access to a credit card can get me any
experiences. I just don’t see the connection. I can’t see it in the
commercial, it’s just personally, I don’t. It doesn’t click for me.”
- Male Focus Group Participant
Key Finding
“If I have a MasterCard do I go to the website to sign up for the
Experience? Do I, how do I tell them, I want a Priceless Experience?
Do I get a Priceless Experience automatically? I dunno. I would have
to go to the website to figure it out myself?”
- Female Focus Group Participant
13. Key Finding
69% of people are willing
to use a different
debit/credit card, if they
offer more
personalized rewards.
69%
14. Many are unaware of the rewards & benefits that
MasterCard has to offer.
Key Takeaway
16. Communication Objective
We aim to educate MasterCard cardholders about the
exclusive services and benefits that come from using their
MasterCard. By changing MasterCard’s current Priceless
Surprises sweepstakes so that more than one person can be a
winner, cardholders will choose MasterCard over the
competition because they will connect “MasterCard” with the
opportunity to maximize moments that are priceless.
19. Meet Sarah, 27
Stay at home mom
Bachelor’s degree in English
Started a popular “Mother’s Guide”
blog
Primary household shopper
Enjoys “me time” on weekends
20. Meet Juan, 30
Bachelor who owns his own business
Enjoys unwinding over the weekends
Plays baseball for fun
Loves traveling to see his friends
Big music lover
21. Meet Maci, 35
Eats organic and enjoys keeping her
family healthy.
Loves watching Chopped
Always glued to her iPhone
Has busy schedule and likes to start
her day with a cup of coffee.
22. Key Benefit
MasterCard connects cardholders
seamlessly to unforgettable, personalized
experiences through our new Priceless
rewards program.
25. Turning cardholder’s everyday purchases into
individualized moments and unforgettable, once in a
lifetime experiences.
The Big Idea
#WHATSNEXT
On your Priceless Path
Experience
40. Print
Copy: Travel life’s path with us to maximize every Priceless moment
Tagline: Experience #WHATSNEXT on your Priceless Path
41. Out of Home
Body Copy:
“With every payment,
Mastercard enters you
into their priceless
surprises reward
program. This increases
your chance to
experience priceless
moments personalized
from your favorite
purchases.”
47. Billboards:
U.S Interstate 1-99
Out of Home Recommendations
Out of Home:
Displayed throughout
train/subway/bus stations
Priceless cities & Top DMA’s
Interactive Screen:
Train/subway/bus stations
in Top DMA’s
48. Lifestyle
Promotions:
10 Face-Swap Screen
locations:
- Wall Street, Times
Square, Central Park
& Citi Field
1 Recorded Screen
Guerilla:
Locations
- Trains/buses/
subways
- NYC sidewalk/streets
- Manhole covers
Social Media:
Viral videos from bus
shelter activations
#WhatsNext
53. Social Media Recommendations
Demographics:
- College graduate
- Bachelor degree
- Annual income of $90K+
Interests:
- Fitness & Wellness
- Hobbies & Activities:
- Travel
- Home & Garden
- DIY
- Home
Improvements
Food and Drink
- Beverages
- Cooking
- Restaurants
- Coffee Shops
Entertainment
- TV
- Music
- Live Events
54. Success Metrics
PR OOH & Guerilla
Foot traffic at PR event
Digital
CRT
Sessions on landing page
Print
Circulation
Campaign OOH/Guerilla
Reach
TV
Nielsen TV Measurements
Social Media
Use of #Whatsnext
Increased conversations
Good afternoon, we represent GOATMedia communications, a student agency tasked
Joey
For our print ads, we wanted them to reflect on our commercials so that they both tie together in a unique way. For this print ad, we have the end result of Juan at the concert, with the headline reading “Dance down your priceless path” - and copy down below reading, “Travel life’s path with us to maximize every priceless moment” ending with the tagline, “Experience #WhatsNext on your priceless path”
Joey
For this print ad, we have Sarah enjoying her weekend downtime, going from the hair salon the red carpet, the same way Juan got himself to the Concert. This headline says, “Strut down your priceless path.”
Joey
And here we have Maci making her daily coffee purchase, where she ends up winning a trip. This headline reads “Explore down your priceless path”
Joey
For our social media idea, we plan to float #WhatsNext across the different platforms to develop awareness of MasterCard’s events, rewards, and benefits available waiting for Cardholders. To see if your city will be surprised with an event through MasterCard, You can #WhatsNext, @MasterCard and enter your city.
Tanya
In addition to Social media aspect we will be using digital media.
Banners will be placed on top of websites that are targeting our demographics.
Narvis (add pictures)
There will be one bus/ train shelter interaction at the top 25 DMA cities
We will also feature our magazine ads in train/ subway stations all around the 25 DMA areas. Also on billboards around very popular areas like Time Square, Miami, and center city
We will also be showing these billboards on US interstates 1-99. This way all commuters who drive to work will see our billboards and be able to go to the hashtag as they sit in traffic
Narvis
We chose to place the face swap screens for the PR event in the most heavily populated NYC areas like Wall street, Times Square, Central Park, and Citi Field. There will be 1 screen reflecting the interactions of these face swaps in Times Square. The recorded videos will be used start a social media campaign with the #whatsnext.
__________________________________________________
As far as Newspapers, we went through each DMA to find the most read publications amongst our targets geographically . As you see we have them in order from 1-8 according to DMA rank. The last one is a popular Newspaper publication amongst the entire US, so this is to show that we will also be targeting those larger Newspapers.
We chose categories that represent each persona. So, each magazine presented the most popular in those categories.
-Our first column is for Sarah and her interests are home, parenting, and beauty.
-Juan is the second column, and for him, went with traveling, business, and sports:
-Lastly, we have Maci, with drink, food, and health magazines.
Facebook, Instagram, twitter, and Youtube uses demo, geo, psycho, and behavior characteristics to target specific social media pages. SO, using the same categories as we did for our magazines, we will target them through their interests. Such as:
