CASE SURPRISE SOMEONE WITH MASTERCARD by Mix Brand Experience for Mastercard

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CASE SURPRISE SOMEONE WITH MASTERCARD

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Industry Credit Cards
Media Direct marketing
Market Brazil
Agency Mix Brand Experience
Art Director Veronica Giorgi
Copywriter Bruno Brasileiro
Producer Elaine Dantas, Marcos Barreto, Juliana Barbosa
Released February 2010

Credits & Description

Category: Loyalty/Continuity Schemes
Advertiser: MASTERCARD
Product/Service: CREDIT CARD
Agency: MIX BRAND EXPERIENCE
Date of First Appearance: Mar 1 2010
Entrant Company: MIX BRAND EXPERIENCE, São Paulo, BRAZIL
Creative Direction / Planner / Account: Celio Ashcar Junior (Mix Brand Experience)
Creative Direction: Veronica Roemer (Mix Brand Experience)
Art Director: Veronica Giorgi (Mix Brand Experience)
Arte Director: Milena Jang (Mix Brand Experience)
Copywriter: Bruno Brasileiro (Mix Brand Experience)
Copywriter / Account: Aline Pileggi (Mix Brand Experience)
Planner: Aldo Pini (Mix Brand Experience)
Planner: Perola Freeman (Mix Brand Experience)
Account: Eduardo Andrade (Mix Brand Experience)
Account: Carolina Turquetti (Mix Brand Experience)
Producer: Elaine Dantas/Marcos Barreto/ Juliana Barbosa (Mix Brand Experience)
Latin American Marketing Vice President: Beatriz Galloni (Mastercard)
Marketing Vice President: Cristina Paslar (Mastercard)
Marketing Director: Camila Maranezzi (Mastercard)
Media placement: - - - - March 2010

Describe the brief/objective of the direct campaign.
For 12 years MasterCard’s “Priceless” campaign has taken the brand to the hearts and minds of consumers all over the world. But despite its success, MasterCard® is not yet the main preference among consumers when purchasing. The challenge was to have MasterCard® effectively win their preference and increase the number of transactions conducted with that card and bring the “Priceless” concept to a more tangible level. The target was all MasterCard® and MasterCard® Debt holders in Brazil.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To go a step beyond the “Priceless” concept and invite people to something different: offer a priceless moment to someone else. So the MasterCard® Surpreenda (Surprise) was born: a relationship-building program where the MasterCard® holder purchases a product and wins another similar one to surprise someone. The card transactions accumulate points, which can be later redeemed at the website as “Pay 1, Take 2” offers. The purpose was to establish a partnership between brands and the products, services and experiences that are relevant to many different public profiles, and so to call consumers’ attention and generate new applications.

Explain why the creative execution was relevant to the product or service.
The MasterCard® Surpreenda Program’s proposal perfectly matches the MasterCard® brand’s claims and the “Priceless” concept, since it involves generating special moments to people. This time, however, that promise is a real one, with an actual delivery to who is offering and to who might be receiving. In addition, the Program directly stimulates the use of the card by holders, generating the most important thing for the company: an increase in the number of transactions. The Surpreenda Program quickly acquired the partnership of many different brands related to clothing, shoes, apparel, accessories, electronic goods, sports articles, magazines, restaurants, travel agencies, and many more, with offers to many different economic and consumption profiles.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
MasterCard® Surpreenda Program has today a growing base of 3 million registered consumers, spread in more than 4.300 Brazilian cities, and more than 60.000 vouchers related to the offers are redeemed every day. Expenses made using MasterCard’s cards are today 12% higher among participants, and the average card use has risen incredible 667%, going from 3 to 20 transactions. A relationship-building platform without limits, which grows in terms of possibilities and partners year after year and provides consumers with an actual reason to prefer and use MasterCard®.