Case Study for Agency
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Situation
MasterCard was rapidly losing share to VISA across its entire product
portfolio. It was perceived as an everyday, ordinary credit card that
had no emotional connection or badge value with consumers.

Challenge
The challenge was to find a positioning that appealed to the diverse
card carrying population and could be leveraged across the entire
product line. The solution needed to make MasterCard aspirational and
give it relevancy and emotional currency.

Solution
Research revealed that consumer values related to credit card usage was
changing. Consumers were beginning to view credit card purchases as a
means to important things that enriched their everyday lives.
MasterCard's core brand values were already close to these new values.
Our Selling Idea was, "The Best Way to Pay for Everything that
Matters." The idea was translated into our "Priceless" campaign with
the signature line: "There are some things money can't buy. For
everything else, there's MasterCard."

Results
For the first time in 10 years, MasterCard's market share decline was
reversed, an achievement which was attributed to the campaign.
The campaign helped drive 2.8 Billion in incremental transactions.
MasterCard's bank mail share surpassed VISA for the first time.
1999 Gold EFFIE Winner and 1999 Grand AME Winner