Ad Evaluation :

Master Card
Submitted by:
Ashutosh Kumar | Kaustav Bhattacharjee | Nivedita Chaudhary | Keerthi
Sindhuri |
Nida Parveen | Nilotpal Chakma

1 2 3

Brief
Introduction

Ad campaign:
Priceless

Conclusion

MASTER CARD : A BRIEF

HISTORY

Introduction

American Multinational financial services company

Master Card was born from an alliance created by
United California Bank, Wells Fargo,Crocker
National Bank and Bank of California.
The business of credit cardworks in different layers.
There are four players in the business. Mastercard
works at the Network Layer
Born in 1967, the brand is the second largest player
in the Indian plastic money market trailing behind
the global leader Visa.

Ad
Evaluation
: Priceless

Priceless Ad Campaign

https://www.youtube.com/watch?v=71KAO_bmc2o

Tagline : There are some

things money can't buy. For
everything else, there's
MasterCard
Length of the video : 32
seconds
Active:1997Ongoing

The award-winning advertising

campaign ran in 98 countries
and in 46 languages
Views on Youtube: 84838
Ad agency: McCann Erickson

Priceless Ad Campaign

https://
www.youtube.com/watch?v=WFNXwor69-U&list=PL7DF5EB5148CC31FE&ind
https://www.youtube.com/watch?v=sDf751c1yiA
https://www.youtube.com/watch?v=r--zuU6VVeM&list=PL7DF5EB5148CC31FE
ex=39

All the advertisements have the same format

Target Segment: Different Age Groups
Concentrated on affecting the customers emotionally
4 Ps of Marketing:
- Product: Not clear whether it is a credit or debit card
- Place: Not clear on how to get a card
- Price: Not clear on how much to spend, to get a card
- Promotion: Launched priceless ad campaign

MasterCard: A Lifestyle
Platform

At MasterCard, weve shifted our focus from consumer

behavior within the context of consumption to understanding
what happens outside the sphere of consumption, which may
better connect and influence future buying decisions.
- Raja Rajamannar (CMO)
From Best way to pay to a lifestyle platform through
increased experiential activity
Priceless experiences in areas including music,
entertainment, sport, travel, arts and fashion.
Brand positioning: Connecting People to Priceless
Possibilities
Experiences divided into 4 platforms

Priceless
Surprises

Priceless
Cities

Priceless
Causes

Priceless
Specials

 Launched during Grammys in 2014

Offered fans of MasterCard brand
ambassador
Justin Timberlake free downloads of
his latest
track via Twitter, to a surprise
appearance at a
fans house by Timberlake himself.
More than a quarter of a million
surprises
Leveraging music and sports stars,
event
sponsorship
Priceless Causes
https://www.youtube.com/watch?v
=9ym76WvrUhI
Dine Out with MasterCard and
Support a
Priceless Cause: Fighting
Cancer
So far has raised more than $30
million for
Stand Up for Cancer in the US,
Russia
and Canada
https://

Priceless Cities
Experiences are available in 45 cities
around the world
Allows MasterCard cardholders to
seamlessly explore
and book experiences in whichever city
they choose
https://www.youtube.com/watch?v=SGA
5djMbHug

Priceless Specials
Reward cardholders with discounts,
extras and freebies
- Ability to jump the queue at exclusive
restaurants
- Receive a pamper experience when
they use
their MasterCard in-store

www.youtube.com/watch?v=Zr1ElFEK5oM
This is a video on evolution of the
priceless ad campaign. We can keep it if
you guys think it is necessary

Conclusion

Priceless!!

Many successful
brands are
Marketers and
consistent with
Consistency in
agencies often
their every
itself is actually
While
tire of their
aspect of
a brand promise. maintaining the
advertising
marketing and
Its part of the
spirit of the
campaign before
how they
brands identity,
Priceless
the consumer
connect with
and it nurtures
campaign, the
does and change their customers
confidence
challenge is they
it just for the
from logo usage,
among its
dont get stale.
sake of
to package
customers
changing.
design, to web
site and brand
extensions

- Introduction
- Show different
priceless ads (3
ads)
- Compare the 3
ads
- Journey of
priceless
- Lifestyle
platform
- Priceless
surprises
(video)
- Priceless
cities
(video)
- Priceless
causes
- Priceless
specials
- Beyond cash
contest

Whats
Message?
ThankYour
you!!