MasterCard's "Priceless" Approach to IMC
Executive Summary
MasterCard's iconic "Priceless" campaign is everywhere. MasterCard has done a phenomenal job integrating the campaign beyond television, using both traditional and nontraditional media. A few examples are the launch of priceless.com, consumer promotions throughout the year, including "Write Your Own Priceless Ad," and various sponsorship partnerships.
Their approach to integration is systematic and methodical. "Priceless" has become a part of every user touch point and communications. "Priceless", as a brand idea, builds the business and helps drive integration.
Background
MasterCard's integrated marketing in 1997:
- No consistent marketing or advertising
- Lack of customer confidence
- Seriously outgunned by competition
- No clear positioning
- Competition on the rise
Yankelovich detected a trend in the late 90s where people looked at relationships. Today: MasterCard brand value has been transformed and is globalized:
- Informed by research
- Positioned to be differentiated
- Loved by consumers
- Resonates with our customers
- Marketing organization is structured appropriately for integration
Priceless is more than an advertising campaign. It's a billion dollar asset that consumers know and love... Now showing in 105 countries and 48 languages.
Evolution of Priceless in Integration
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A three pronged approach to integration. For them, a lot less about linking the different mediums and more about linking the various components of the marketplace-merchants, issuers and consumers:
Merchant Marketing Support: Support merchants by providing tools and assets that increase usage at acceptance locations
Issuer Marketing Support: Customized & turnkey marketing solutions leveraging MasterCard assets that address specific Issuer business needs.
MasterCard Consumer Marketing: Build brand and usage through programs, strategic placement, and messaging.
"Priceless" Lifting Promotions
- Promotional programs targeted at key consumer spending periods: Summer and Holidays
- Campaigns developed to achieve maximum customer participation
- Organizational structure redesigned to facilitate integration
Tactical elements include TV advertising with promotional tags, merchant materials and issuer materials.
Case Study
A Home for the Holidays sweepstakes (Chance for lucky contestants to win a home. Executed during the 2005 holiday season) |
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Brand/Usage |
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Brand Engagement |
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Merchant Value |
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Brand PR/Consumer Involvement |
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Issuer Marketing Support |
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Citi/Sears Co-brand |
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Effectiveness of advertising in driving usage continues to grow. Ever since MasterCard instituted their integrated campaign, all key indicators in the marketing mix are positive.
- Integrated business approach drove immediate results
- Advertising works harder when utilized with an integrated approach
- Integrated promotions more effective at driving volume
Priceless has Contributed to MasterCard's Re-Launch into Digital Space |
"It is time for us to maximize how we will use of the medium for purposes of consumer engagement." Amy Fuller, Group Executive, Americas Marketing Consumer Group, |
The numbers don't lie:
- On-line represents 15% of media consumption, and...
- A growing share of payments are moving online
- 2005 online purchase volume was $143B + 22% YOY
- Holiday alone (Nov/Dec) represented $28 billion
- Online environment resonates with key Market Segments
"Priceless" on the Internet
priceless.com is an interactive and upscale site, delivering priceless experiences and offers that reflect the interests and style of today's affluent consumer. The original mastercard.com site did not resonate with key consumers. Supercharged launch of the priceless.com site started with the "Write a Priceless Ad" campaign.
"Write A Priceless Ad"
Builds on the inherent interactivity of Priceless. Consumer generated content had been happening for years and this campaign was a way to harness.
Campaign:
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Complete Success Calls for Complete Integration
- Define a vision for integration across the business--moving beyond pure executional integration
- Plan early
- Manage relentlessly
- Start with strong brand idea
- Integrated promotions and sponsorships strengthen results
Priceless has played a role in enhancing customer and merchant relationships.
Source
"MasterCard's "Priceless" Approach to IMC." Amy Fuller. ANA Masters of Integrated Marketing Conference, 06/15/06.