2. MEET THE TEAM
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Alissa Burns
Art Director
Craig Blair
Account Director
Rachel Gomberg
Art Director
Paula Jurewicz
Media Planner
Veronica Moyer
Copywriter
Michael Slemmer
Account Planner
Amber Thomas
Account Planner
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3. OUR CHALLENGE
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● Evolve the already successful “Priceless” Campaign
● Increase usage among existing MasterCard holders
● How do we differentiate from our competitors to
ensure that MasterCard is top of mind & top of wallet.
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4. SWOT ANALYSIS
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STRENGTHS
THREATSOPPORTUNITIES
WEAKNESSES
• Priceless Surprises
• Global Network
• MasterCard Perks
• Universal
acceptance
• Partnerships
• Spokespeople
• Not top of wallet
• Lacks
differentiation
• Current perception
• Target market passions
• Increase Social Media
• MasterPass
• Priceless Surprises
• Stand up to Cancer
• Competitors
• Visa with the Olympics
• Priceless is exhausted
• Seemingly elitist
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5. COMPETITIVE ANALYSIS
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Operated the
world's largest
consumer
payment system
$13.88 billion in
sales in 2015
Has nearly 2.5
billion cards in
circulation across
200+ countries
Cash-back
reward with every
purchase
$9.61 billion in
sales in 2014
Fell short of Q4
expectations
Has $159 billion in
assets & $1 trillion
in annual billed
business
$36 billion in sales
in 2014
Over 110 million
cards in
circulation in 130+
countries
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6. INDUSTRY TRENDS
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“Too many
notifications
and alerts”
25%
“Many free apps lack
value and often require
in-app purchases”
25%
“I download a lot of
apps that I don’t use”
30%
MOBILE BANKING
Source: Lightspeed GMI/Mintel
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7. SECONDARY RESEARCH
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“Consumers want to be recognized as an individual and have a
relationship with their bank/app of choice.”
-Mintel Reports
“The more transactions that can be conducted via phone or tablet,
the more engaged consumers are with the institution.”
-Mintel Reports
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8. RESEARCH OBJECTIVE
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● Why do/don’t people use their MasterCard?
● What kind of lifestyles does our target audience lead?
● How does our audience currently perceive MasterCard?
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10. KEY FINDINGS
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“What comes to mind when you think of MasterCard…”
The consumer’s emotional connection
to the brand is not as strong as it once was.
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15. SURVEY INSIGHTS
IDI RESPONDENTS
When looking for a credit card, what factors influence your decision?
“Interest rate, cash back, miles, rewards”
In a few brief phrases can you describe what comes to
mind when you think of being surprised?
“Pleasant, a lot of people, party, gifts
Flights to destinations I like to go to for vacation”
What is the last surprise you have received?
“Tickets to the Bruce Springstein concert”
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17. PERSONAS
Jennifer, 28
● Head of Public Relations at a multi-
media firm
● Lives just outside the city limits
● Enjoys yoga and lunch with friends
● Recently back-packed through Europe
● Casually Dating
Persona 1
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18. PERSONAS
Kevin, 35
● Stockbroker on Wall Street
● Lives in New York City
● Happily married with 2 children
● Likes to spoil his wife with the finer
things
● Enjoys playing bar-league softball with
his buddies
● Member of a craft beer of the month
club
Persona 2
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19. PERSONAS
Ali (32) & Mitch (34)
● Met in law school, both currently lawyers
● Plan to see all 7 wonders of the world
● Newlyweds
● Just purchased a starter house
● Love to take classes together (cooking,
dancing, etc.)
● Foodies
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20. KEY BUSINESS ISSUE
● Greatly outspent by our immediate competitor-Visa
● Today MasterCard does not have our fair share and
lacks differentiation
● Most consumers have a MasterCard and just don’t
use it
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21. OUR GOAL
Develop meaningful messaging and pair with
the appropriate media platform in order to:
1. Build brand awareness and increase reach
2. PR Worthy Activation
3. Increase digital transactions by 20%
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22. POSITIONING STATEMENT
To men and women ages 25-38 with an income
of over $90K, MasterCard unifies passion and
practicality in everyday purchases; each swipe
enabling you to master your passions.
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24. BENEFIT STATEMENT
Consumers will benefit from the convenience of
paying with MasterCard to explore life’s
adventures hands on whilst creating priceless
memories.
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25. FEATURES
● Multi-tiered Security
● World Travel Benefits
● ID Theft Protection
● Price Protection
● MasterPass
● Secure Code
● Chip
● State Tax Payments
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34. PRINT
NY Times
• Sunday
• Total Circulation: 1,623,697
• Full page/color
SELF Magazine
• Total Circulation: 1,490,012
• Targetability
• 2nd Cover
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