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Mastercard spot Once again Mastercard comes up with an excellent spot featuring a "priceless" thing. (I am not really sure whether this is part of the official campaign)Nevertheless, the campaign proved to be successful:
The priceless campaign was developed after MasterCard conducted extensive research and the market studies showed that the values of consumers today have fundamentally changed. Research showed an increasing tendency towards human relations, family and the value of life. Following the research, MasterCard repositioned the MasterCard brand worldwide and launched the Priceless campaign in the United States in 1997 to capture the consumers new attitudes and values.
not only in asia.
“Priceless focuses on the power of personal relationships. By tapping into consumers emotional aspirations, we are engaging them in the MasterCard experience and reinforcing that MasterCard is the best way to pay for everything that matters,” I guess executives where not always happy with all the parodies of "could have been ads" showing up on the internet, but those pictures have certainly raised brand-awareness and therefor contributed to the result of the campaign. this side-effect is also valid for the switch ads, featuring ellen feiss. maybe companies should think of this effect when planning new campaigns. |
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