2019 Q3-Q4 Media Strategy nineto five media 1
Table of Contents 2 4 5 6 7 8 9 10 11 12 13 14 15 16 18 19 20 21 22 23 24 26 28 29 31 32 33 34 37 40 41 2
Meet the Team Executive Summary Campaign Scope The Fight Against Cash Market Analysis Brand and Problem Situation Analysis Traditional Competitors Rising Technology Competitors Primary Target Markets Secondary Target Market The Functional Majority A Sense of Control Geographic Profile Media Objectives Media Overview National TV Podcasts Social Media Digital Influencers Sponsorship Experiential Activation Partnership Out of Home Media Measurement Budget Breakdown Flowchart Campaign Impact Call to Action
Meet the
Team
Ninetofive is a dynamic agency dedicated to fulfilling the unique needs of our clients. Despite our name, we work around the clock to deliver insights that grow the brands we represent. Headquartered in the heart of Texas, we help our clients break through the clutter by providing custom-fit strategy and execution. We strive to make the most out of every opportunity, and we thank Mastercard for entrusting us with this one.
Christian
Kenoly
Emily
Wuetcher
Janvi
Shah
Rachel
Margolin
Christine
Liu
Rudy
DeBellis
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Executive
Summary Symbolizing the societal shift from physical to digital payment, Mastercard’s two-part campaign focuses on putting consumers in the driver’s seat for all of their financial transactions. This will be achieved through a series of demonstrative activations across 10 cities, and targeted national media. Financial safety and perceived benefit continues to be a hurdle in the adoption process, but efforts from Mastercard seek to combat this. Ninetofive Media’s recommendations show the benefits of a cashless lifestyle, while inviting consumers to learn more about how Mastercard is transforming the payment sphere for the better by offering an unparalleled level of convenience, speed, and security. By the end of December 2019, Mastercard will be established as a leader in a new, cashless world. By way of Ninetofive’s efforts, Mastercard will garner strong brand association with digital payment as the methods become normalized. Consumers of all ages will know how to utilize cashless payments, and feel empowered by the flexibility they provide.
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Campaign
Scope
Consumers are finally ready to evolve their payment methods, but because of a lack of information, they are uncomfortable navigating this new payment landscape. This campaign focuses on positioning Mastercard as the premiere brand to give consumers ownership in the contactless payment space, and will feature a central message of consumer agency in how they pay. Ninetofive Media is promoting a cashless world and developing a brand story around control.
Increase the total number of digital transactions in the marketplace while also increasing Mastercard’s share of transactions through omnichannel strategy.
Help Mastercard maintain a top-of-mind awareness among our target audience through strategic experiential efforts.
Position Mastercard as a good way to pay for everyday purchases as well as online purchases.
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The fight against cash. Consumers are constantly searching for new innovations that give them a sense of control.1 If going cashless is actually the safest and most convenient, why do 50 percent of people still stick to cash? Aside from lack of education and awareness, the issue lies within consumer’s back pockets. Holding all of your money in your wallet gives a flimsy semblance of ownership. However, with the risk of loss and theft, the rise of e-commerce and the ease of contactless payment, Americans are projected to go cashless in the future2. Mastercard must position its brand as the solution for attaining significant financial control in a world where the cash in a wallet is at its most fleeting.3 Gaining significant traction on this new wave of contactless payment, while proclaiming the most controlled, safe experience will give Mastercard the edge to dominate competition. Ninetofive Media is equipped with the exact research and insights to achieve this.
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1. https://www.theatlantic.com/health/archive/2014/02/study-feeling-in-control-prolongs-life/283657 2. https://www.cnbc.com/2019/01/15/more-americans-say-they-dont-carry-cash.html 3. https://nypost.com/2018/03/22/americans-barely-carry-around-cash-anymore/
Market
Analysis The financial market is more saturated with payment options than ever before. Americans are faced with choosing from a plethora of methods, which adds pressure on financial technology firms to establish themselves as key players. Although contactless payment methods have escalated in other countries, like China and the UK, the United States holds loyal to traditional forms of payment like cash and credit cards.1 The majority of the consumers in the United States have yet to adopt mobile wallets, citing security concerns as their main deterrent.7 Online, American consumers are more likely to utilize their preferred digital wallet, however credit cards remain the top preference. Third party services like in the peer-to-peer payment sector, Venmo and PayPal, have also risen in popularity in recent years. These third party options are becoming increasingly utilized by consumers and merchants alike due to their simple functionality and user accessibility.
37%
0.18%
70%
of consumers citing frustration with slow lines at checkout due to magstripe cards1
of point-of-sale transactions in the United States are made with contactless cards2
of perchants across the country have point-of-sale terminals capable of accepting contactless payments3
95%
5%
56%
of new point-of-sale terminals being shipped across the United States are able to accept contactless payments4
of the credit cards issued in the United States are contactless5
of all cards in use in the country will be contactless by the end of 20226
1. http://academic.mintel.com.ezproxy.lib.utexas.edu/display/860629/ 2. https://www.creditcards.com/credit-card-news/contactless-tap-and-go-cards-us-market.php 3. https://www.marketwatch.com/press-release/contactless-cards-set-to-deliver-substantial-benefits-across-the-us-payments-ecosystem-2018-07-23 4. https://www.creditcards.com/credit-card-news/contactless-tap-and-go-cards-us-market.php 5. https://www.ft.com/content/445a308c-02f3-11e9-9d01-cd4d49afbbe3 6. https://www.atkearney.com/documents/10192/9746746/Cashing+In+on+Cashless+Commerce.pdf/fa4f4d59-829c-4a84-af41-3dda1f70918f
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The
The
Priceless emphasizes a world of payments based on experiences and has been Mastercard’s seminal message for over 20 years. The message helped the world understand that a card was less a facilitator of financial transactions, and more a ticket for consumers to enrich their lives. This iconic campaign has endured over two decades, and remains as the ethos of the Mastercard brand.
Mastercard and its competitors recognize the major shift taking place in the personal payment space. The adoption of contactless daily transactions has occurred quickly in other countries. The United States is slower to adopt, but a majority of consumers are expected to use digital wallets and incorporate contactless payments by 2020. Leading up to this shift, it is crucial for Mastercard to establish a dominant presence, not only as a card company, but as the brand consumers look to as they begin to navigate this new digital space.
Problem
Brand
Mastercard announces its first contactless payment program
Mastercard releases first “Priceless” advertising campaign
Interbank is Founded Mastercard is launched by several regional banks to form the Interbank Card Association (ICA), in response to the creation of Bank of America’s BankAmericard. In 1969, the name was changed to “Master Charge.”
Mastercard announced the expansion of their mobile contactless payment program in international markets.
The Priceless campaign is launched, winning various awards for its advertising efforts.
1979
8
2012
1997
1966
2006
Mastercard is renamed and current brand is launched
Mastercard executes an IPO on the New York Stock Exchange
The “Master Charge” is renamed as MasterCard.
Mastercard raises $2.4 billion in shares and grows more than 14 percent from the initial $39 value. After going public, Mastercard transitioned to Mastercard Worldwide, with a new name and logo.
2016
Mastercard introduced their new re-branding and corporate logo. They changed their service name from “MasterCard” to “Mastercard.”
Mastercard chose to rename their brand to include a lowercase “c,” reflecting the transformation into the digital payment space.
Situation
Analysis Strengths
Weaknesses
» Mastercard is a well-established market leader in the financial technology space. » Mastercard has a strong geographic footprint with a presence in more than 210 countries globally, dealing in 150 currencies with 2.2 billion users.1 » Mastercard and its products have a strong brand recognition in the financial technology industry. » Mastercard has a great track record of innovation.2 » The new Mastercard branding with the changed logo and introduction as a sonic brand has been very well received.3
» Mastercard has a declining market share and is having difficulty keeping up with companies like American Express, Visa and Discover.4 » There is no immediate perceived benefit of using contactless payment methods.5 » Despite efforts to shift brand identity, Mastercard is still perceived as traditional and focused on the physical card.
Opportunities
Threats
» While Mastercard has been investing significantly in R&D, in order to remain competitive, there is scope for more investment in technology innovation and development.6 » Mastercard can leverage digital payments as a cultural shift.7 » With many companies shifting to individualized apps, Mastercard can leverage their card-on-file presence.8
» Many competitors are catching up within the product development field and Mastercard is facing stiff challenges from international and local competitors.9 » America is yet to adopt alternative payment methods thus leaving a gap in the market for other competitive companies to mobilize on this late adoption.10 » Merchants, like Walmart, are exhibiting pushback of universal APMs.11 » There is a general distrust for alternative payment methods and rigidity towards a cashless society among the older generations and women.12
1. https://www.mastercard.us/en-us.html 2. https://www.mastercard.us/en-us/about-mastercard/who-we-are/innovation.html 3. . https://www.adweek.com/brand-marketing/sonic-branding-continues-to-gain-popularity-as-mastercard-launches-its-own-sound/ 4. https://www.forbes.com/sites/greatspeculations/2018/05/29/amex-is-likely-to-become-the-second-largest-u-s-card-processing-company-this-year/#3885c1e14fa0 5. https://d2rpq8wtqka5kg.cloudfront.net/128847/open20070601120000.pdf 6. https://www.forbes.com/sites/vishalmarria/2018/12/21/what-a-cashless-society-could-mean-for-thefuture/#6d2d39f73263
7. https://www.productiveflourishing.com/technology-and-culture-influence-each-other 8. https://www.qsrmagazine.com/fast-food/look-inside-fast-food-app-war 9. https://www.forbes.com/sites/forbesfinancecouncil/2018/05/03/how-customer-demands-havepushed-finance-to-evolve/#618351e032bc 10. https://www.forbes.com/sites/forbesbusinessdevelopmentcouncil/2018/09/07/the-challenge-of-going-cashless/#4bdb7afe2d99 11. (https://www.paymentssource.com/news/walmart-wont-support-apple-pay) 12. Mintel. “Consumer Payment Preferences - US - September 2018
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Traditional
Competitors
Slogan: 100% U.S. based customer service
Slogan: Don’t live life without it. Don’t do business without it. #AmexLife
» Messaging targets millennials and young couples who are financial beginners and offering low credit card application bar
» Positioned as a luxury credit card brand and specifically highlights an upscale lifestyle
» Disover has phased out their contactless card. A customer can only use contactless payment through a mobile wallet.
https://www.owler.com/company/discover https://www.americanexpress.com/us/credit-cards/?inav=menu_cards_pc_viewallcards
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» Contactless capability isavailable on majority of personal cards, and certain business cards
Slogan: Where ever you want to be.
» Has launched contactless payment, but it is still in the introductory phase. » Offers contactless cards while partnering with Apple Pay, Google Pay, and Samsung Pay
Rising Technology
Competitors
» Free to send money to friends and family; require card on file
»Venmo card (partnership with Mastercard)
»Widely adopted by e-commerce
» Debit Card, can choose colors; require card on file
»Only PayPal Cash Card has tap-to-pay function (partnership with Mastercard) »Media effort: This is life with Paypal.
»Easily shared/split checks with friends with the widely-adopted app »Media effort: The fun and easy way to send, pay, and receive money. Fosters a community experience by combining with the use of emojis.
»Transfer money with friends and family from one bank to another, can be different banks »Don’t offer physical cards; require card-on-file »Media effort: This is how money moves. Audience is more sophisticated and older.
»Fast, easy, safe money transfer between Ali users »Easy payment for everyday use (scan QR codes) »Own ecommerce platform; offer financial management services »Media: Change, because of me! Advertise with day-to-day events and focus on social cause. Nothing is impossible in my eyes.
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Primary
Target Markets The Affluent Millennial Ages 22-37 Affluent millennials are currently entering a new stage of their lives as they begin settling down, getting married and starting families. This transitional period inspires millennials to enter new purchasing markets and reconsider their previous purchasing behaviors, focusing more on their financial health to create security for their families.1 Affluent millennials own their home, are financial decision-makers, use credit cards and have peer-topeer payment apps.2 Affluent millennials prioritize traveling - both for business and pleasure. They are budget-conscious valueseekers but choose to splurge on travel. They set experiences as a high priority and believe it is what makes them stand out from others.3 With so many changes and unknowns in their life, affluent millennials strive to find a sense of control and will do so through convenience and innovation.4
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1. http://academic.mintel.com/display/860529 2. https://www.edelman.com/sites/g/files/aatuss191/files/2018-10/Millennials-With-Money-2018.pdf 3. http://academic.mintel.com/display/748294 4. https://www.retailcustomerexperience.com/blogs/convenience-for-retail-consumers-will-demand-innovation-in-2017 5. http://academic.mintel.com.ezproxy.lib.utexas.edu/display/748292 6. https://www.centro.net/blog/generation-x-the-small-but-mighty-generation 7. https://yourbusiness.azcentral.com/generation-x-consumer-behavior-9585.html 8. https://www.forbes.com/sites/yec/2018/05/17/generation-face-off-comparing-gen-x-y-and-z-shopping-behaviors 10. https://www.nytimes.com/2015/09/20/fashion/move-over-millennials-here-comes-generation-z.html 11. https://genhq.com/wp-content/uploads/2018/10/State-of-Gen-Z-2018.pdf 12.https://www.tsys.com/news-innovation/whats-new/Articles-and-Blogs/nGenuity-Journal/
Gen Xers Ages 39-53 Gen Xers are between the ages of 39 and 53, making up 20 percent of the population,5 a smaller population than their Baby Boomers and Millennials counterparts. Without distinctive generational characteristics, Gen Xers are entering an unglamorous middle-age, where their primary goals shift to improving their health, planning for the future and paying off debt. They are not particularly price sensitive, and they are likely married, empty nesters. This generation was heavily affected by housing market collapse, and are still recovering financially. Even though they are at their prime earning years and may have more spending power than entry-level Millennials and aging Boomers, they are less likely to spend on leisure. Gen Xers are in a financial tug-of-war, trying to reduce debt, save for their retirement, and help support aging parents. They are also avid social media users and somewhat digitally savvy. 60 percent of Gen Xers use a smartphone on a daily basis, while 67 percent use a laptop daily, which surpassed the 58 percent of Millennials who use laptops daily.6 They rely heavily on online reviews when making purchases. Gen Xers utilize search engines, social media and other review sites to research products and find the best deals.7 When marketing to this demographic, providing clear messaging on the product values is the key.8
Secondary
Target Market
Centennials Ages 18-22 The Centennial audience makes up approximately 9 percent of the US population.9 They are at a turning point in their lives, at the cusp of adulthood learning to make financial and lifestyle decisions without the influence of their parents. Centennials are among the first generation (Generation Z) to reach adulthood having grown up immersed in digital technology, having never experienced life without the internet, leading to dependency.10 Over 75 percent are on their smartphone for more than 5 hours a day, and they feel uncomfortable if they are away from their phones for as few as 30 minutes.11 This immersion in technology has led to a strong interest in online shopping, with 40 percent of centennials purchasing more than 50 percent of their apparel and electronic items online. These consumers are leading the way in the mobile payments category, with an overwhelming 70 percent having made in-app purchases in the past year, higher than any other generation. They carry minimal cash, and prefer to pay with 13 with P2P payment apps like Venmo and Paypal.12
Further Segmenting
The Functional Majority Within each generation, there is a wide range of adoption likelihood when it comes to technological advancements. Our target consumer is not obsessed with trying the latest technology. They understand it exists, but don’t spend the time or resources needed in their busy lives to be on top of every emerging trend. They appreciate technology, own a smartphone and spend a significant amount of time connected to digital media. They are the functional majority. Our functional majority does not have ample time to spend actively researching new technology, but are looking for simple, innovative ways to make their lives easier. They are open to technological aids, willing to embrace change and take risks it if it is put in front of them in as part of their daily lives.1 Convenience is highly valued, especially considering their busy lifestyles. They like the concept of contactless payment, however may not know how to use it or if their card even has it.2 While they already frequently shop online, payment safety is a concern, and level of trust in their credit card could influence the card they use for saved payment information. The functional majority are the future of contactless payment and online purchasing. Convincing this population is the key to a domino effect of technology adoption, from their peers and their offspring. They are everyday consumers ready to take advantage of services that will make their lives easier— they just need a little push.
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1. https://blog.hubspot.com/marketing/early-adopters 2. https://www.creditkarma.com/credit-cards/i/contactless-payment-fad-or-future/
A sense of control. It is difficult to come to terms with the frustration caused by not having control in an increasingly out of control world. Waiting for a point-of-sale card reader to display “approved� while you bag $250 dollars of groceries with one hand is hardly dignified. Neither is waiting for a gas pump to clear your purchase as the day wastes away behind you. Plainly put, 95 percent of what happens is outside of our purview, but what would you give to reduce that number to 94 percent, or even 93? The coming shift from cash and physical payments to digital methods is not solely about convenience. More importantly, it about regaining control. Control of your payment is not about self serving. Rather, it is about redirecting time and energy back to what matters. Control is priceless.
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Geographic
Profile
From coast to coast, Mastercard will be controlling territories that are home to an affluent population of early adopters and index highly in spending for key categories. Mastercard will maintain control of these territories through tailored activations and location-specific media that speaks to what targets are spending money on in these in these locations. » Average HHI of $90,000+1 » ⅓ of population considered “technology wizards” and early adopters.1 » High amount of affluent business travelers, commuters from
surrounding
Local Target Markets
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San Francisco
Los Angeles
Washington, DC
Atlanta
New York
Seattle
Chicago
Denver
Boston
Dallas
1.simplyanalytics.com 2. factfinder.census.gov
Geographic breakdown of cities
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Media Objectives Physical Control July-September The first half of the campaign focuses on normalizing tap-to-pay technology, and displacing cash. Through unique physical activations, such as the Smorgasburg x Mastercard activation, we will mobilize the functional majority and encourage them to incorporate tap-and-pay into their daily lives. This phase will begin in July and continue through September, fostering interactive experiences and brand awareness. Experiential marketing efforts will be supplemented by strong digital activity, such as SEM and social media content promotion. These efforts aim to achieve heightened Mastercard-contactless association and convey that tap-and-pay is the payment method that gives consumers the most control over their daily transactions.
Digital Control October-December The second phase starts in October and will be oriented towards achieving conversions to e-Commerce and increasing Mastercard’s share of those transactions through card-on-file. Activations in this phase, including a Mastercard Virtual Fashion Experience, will position Mastercard as the best card to save for payment on mobile apps and online stores. Differing from the first phase, there will be a heavy-up digital presence, through shared content generation, influencer collaborations, and fostering social media buzz. This phase accomplishes the proposed business objectives through online market penetration and the positioning of Mastercard as the safest, fastest and most controlled payment experience.
Control is priceless. Comprehensively, Ninetofive Media will aim to accomplish these objectives by deepening the cohesive brand personality and encouraging positive interactions with the target consumer. Through the proposed media efforts, Mastercard will be brought top-of-mind to our consumers as a brand that prioritizes experiences and believes in giving financial control back to the user. By centering the campaign around the value of control, the functional majority will understand that Mastercard is the leading financial technology brand, both on and offline.
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Media Overview
Out of Home
Experiential + Activation
Digital
Influencer + Partnership
OTT
Podcasts
Social Media
Traditional Television
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National TV In an effort to reach a wider swath of our functional majority, Mastercard will utilize 16 national TV spots over the course of this campaign. Functional majorities are most likely to watch television at home, probably nearing the end of the day as a de-stressor or as a family activity. According to Nielsen, traditional TV still makes up 66 percent of overall video consumption among millennials, and 89 percent of the 35+ population.1 This Is Us and Saturday Night Live remain staples for the millennial audience,2 and the procedural drama 9-1-1 is gaining traction along with Gen X mainstay NCIS. Lastly, Sunday Night Football continues to attract more eyeballs than any other sports program. Like Mastercard’s other efforts, these :30 spots will feature two different messages designed to appeal to different sects of the target. Program Placements Saturday Night Live 9-1-1 This Is Us Sunday Night Football NCIS
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1. https://extremereach.com/blog/the-truth-about-millennial-tv-habits 2. https://deadline.com/2019/04/this-is-us-season-finale-wins-ncis-total-viewers-tv-ratings-1202587664
Podcasts Podcast listenership among millennials and Gen X will continue to grow. As a medium of consumption, it puts the method of delivery in the consumer’s control. In fact, 69 percent of podcasts are consumed on a mobile device, and consumption via smart speaker is growing as well. Additionally, Podcast sponsorship presents an opportunity to reach radio listeners without having to commit dollars to airtime.1 Mastercard will sponsor podcasts in genres ranging News, True Crime, and Business & Technology. Potential podcasts include The Daily, Serial, Getting Curious with Jonathan Van Ness, This American Life, The Foodcast, and How I Built This. Key Insights » Experience oriented listener base2 » Audience is consolidated between age 25 and 50 » 45 percent of listeners have a household income of $75,000+1 » 85 percent of listeners are have attended college, and are active on social media1 » Peak listening times fall around am drive, pm drive, and evening
1. edisonresearch.com
21 2. nielsen.com
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Social Media Facebook 82 percent of 18 to 29-year-olds, and 79 percent of 30 to 49-year-olds are on Facebook, making the majority of our target audience active in the space1. We will run two flights of ads on the platform as part of a general brand lift campaign. The first flight will focus on how users can take control of their payments with tap-topay technology. Creative materials will be segmented by age group, showing each target audience imagery of people their own age in the same stage of life. We will run dynamic carousel ads that show short gifs of the tap-to-pay technology at work, reinforcing the payment method to the user and standing out amongst standard display ads. The second flight, which occurs a few months later, will be similar but will focus on messaging that encourages online payments. Ad targeting will take into account the individual’s income, age, interest in technology, and online purchase behavior. Instagram The majority the millennial audience live on Instagram and are actively scrolling on the site for about 55 minutes per day.2 Our Instagram components will focus on reaching our two younger audience segments, utilizing Stories and short, snackable video ads. Like Facebook, two separate flights will focus on the core components of our media efforts, that the viewer is in control with online payments and tap-to-pay payments. The ads will be segmented by age, featuring content that is relevant to the Centennial and Millennials stage in life. Youtube Pre-Roll At 80 percent, a vast majority of our Centennial audience is active on Youtube, a number that is closely followed by their Millennial and Gen X counter parts. Youtube is constantly accessed on mobile devices, as 70 percent of views are mobile, and it is the top app in the iOS app store. Additionally, Youtube mobile ads receive viewer attention 83 percent of the time.3 This platform is the ideal fit to run pre-roll content in tandem with the creative utilized on OTT and National TV placements. The creative content will be similar to these video placements, driving increased brand lift as users view content on a platform where they typically input financial information.
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1. https://blog.hootsuite.com/facebook-demographics/ 2. https://www.vox.com/2018/6/25/17501224/instagram-facebook-snapchat-time-spent-growth-data 3. https://blog.hootsuite.com/youtube-stats-marketers
Digital Over-The-Top Commercial Spots In 2019, mobile entertainment consumption will surpass traditional TV consumption.1 Adults ages 18 and over spend 11 hours per day across devices, six of which are spent consuming video. Gen Z and the Centennial audiences have increased mobile video viewing since last year, and that number is only expected to go up.2 OTT placements will reach these mobile viewers as they stream video on their phone, tablet, or smart TV. Partnering with a programmatic connected TV vendor allows for strategic targeting that would eliminate wastefully reaching viewers who do not align with the target income and do not value technological adaptation. With a programmatic vendor, Mastercard will place ads on a wide range of platforms including Hulu, CW, and ABCgo. Two types of creative messaging will be tested, one emphasizing Mastercard for online payments, and one emphasizing tap-to-pay. These :30 spots will be displayed to our audience while they watch programming they value most. Search Engine Marketing Throughout the entire Q3 and Q4 period, search engine marketing will be utilized to reach consumers during the decision-making phase of their consumer journey, regardless of if they are currently considering utilizing card-on-file or contactless payment. One category of search ads will be centered around messaging that emphasizes safety, reaching consumers through searching phrases such as “online shopping safety,” “protect credit card online,” and “best card for online shopping.” The second category will reach users looking to gain control of their digital finances, who may be searching things like “control digital payments” or “set up digital wallet.” The goal of search is to reach customers who are likely to increase digital payments, but don’t currently have the service top-of-mind. Gas Buddy Display Ads The Gas Buddy app allows for users to view and compare the lowest gas prices in their area in real time. 18-34 year-olds comprise up to a third of Gas Buddy users and are 20 percent more likely than other Millennials to have an active lifestyle. These users are budget seekers, but earn 11 percent more than the general public in the same age range. 87 percent of Gas Buddy users report that they are constantly connected to their phone, making them more likely to utilize tap-to-pay services connected to a digital wallet. Users typically buy gas and make gas station convenience store purchases immediately after viewing the app.3 Mastercard will run display ads showing imagery of an in-process tapto-pay demo, prompting users in the gas purchase decision making process to use their Mastercard when paying at the pump. 1. https://www.emarketer.com/content/mobile-time-spent-2018 2. https://marketingland.com/more-people-will-turn-to-their-mobile-device-instead-of-tv-for-entertainment-in-2019-259522 3. https://www.gasbuddy.com/go/marketing-to-millennials-reeling-in-the-nations-largest-demographic
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Influencers #VanLife Millennials have transformed their lifestyles to follow a more minimalist approach, focusing on living with only what they need. Since many millennials grew up during the financial recessession and entered the job market during a difficult time, they have a unique set of values around how they spend their money.1 For millennials, minimalism brings about a sense of financial responsibility and makes people think twice about the ways to make and spend money. With this trend, millennials have introduced the new movement #VanLife, where rather than buying a home, they choose to purchase a camper van/caravan and spend their time living on the roads.2 These affluent millennials actively engage with #VanLife influencers, paying attention to the minimalist lifestyle choices and experience it vicariously through the content. For influencer partnerships, Mastercard will focus on working with those who are followed by millennials as they are the biggest target market and the only one that truly utilizes influencers. Utilizing #VanLIfe influencers will create unique connections with affluent millennials who are looking to take control of their lives in a simple and financially secure way. These #VanLife influencers will showcase how their lifestyle has been streamlined by using contactless payment methods, primarily with fast food and gas purchases.
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Suggested Influencers Sydney Ferbrache (divineontheroad) Kaya Lindsay (onechicktravels) Kathleen Morton (tinyhousetinyfootprint) NoĂŤl Russell (noel_russ) Mitch Cox (mitch.cox)
Family Lifestyle As affluent millennials begin settling down and having kids, they are spending about eight hours a week searching for parenting advice online. Rather than looking for this advice on parenting websites or baby-related apps, these new parents turn to social media, learning from other parents and taking their recommendations. 46 percent of millennial moms rely on and trust the advice of other parents. These millennial mothers have a strong influence on the way other new parents think.3 With a strong hold over digital influence, affluent millennials are likely to follow and actively engage with family bloggers to gain insight on parenting. While not all of the target market actively engages with these family influencers, this segment is largely influential and is actively searching for new ways to find convenience. By partnering with family bloggers, Mastercard will create a valuable influencer relationships, which will result in branded content that the targets will trust.
Suggested Influencers The Bucket List Family (thebucketlistfamily) Anna Saccone (annasaccone) Bratayley Family (officiallybratayley) Catherine Paiz (catherinepaiz)
Family-centric influencers will be utilized to promote family-focused events and share their own personal experiences on how contactless payment has made them feel more in control of their lives. These influencers will be most engaged before and after the lemonade stand activation and the partnership with Antoni Porowski to create additional buzz and foster a deeper relationship. As the children of affluent millennials grow up, they will take on purchasing behaviors of their families, so it is important that families set the tone for their kids future habits now. Family-focused influencers will create more authentic connections with affluent millennials, who take a family-first approach in their purchasing decisions and will help increase Mastercard’s brand awareness.4 1. https://britneetanner.com/blog/2017/10/16/millennials-and-minimalism-why-my-generation-is-clinging-to-less 2. https://westfaliadigitalnomads.com/millennials-opting-for-van-life 3. https://www.forbes.com/sites/christinecarter/2017/06/15/millennial-moms-the-2-4-trillion-social-media-influencer/#6fe675632261 4 http://academic.mintel.com/display/860529.
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Sponsorship The Tonight Show Starring Jimmy Fallon The Tonight Show starring Jimmy Fallon will air a sponsored segment where we will see Jimmy Fallon experiencing Mastercard tap-to-pay technology at a grocery store while being comedically out of control. The sketch, featuring the typical comedic style that fans of the show love, will organically incorporate Fallon’s signature commentary into a storyline that inspires viewers to utilize tap-to-pay payment to foster control in a hectic, out of control world. A paid TV spot will also air during the show. With over 2.5 million views, The Tonight Show with Jimmy Fallon when compared to his late night competitors, has double the viewership specifically in the 18-49 age bracket.1 Through his 20+ million subscribers on Youtube, not only does the Tonight Show dominate digital traffic because of the wide variety of content it covers, the fun-and-games personality of Fallon has a wide appeal among both, Millenials and Gen X audience segments.2 This feature with the Tonight show will increase brand visibility immensely amongst our target audience, while also providing the desired brand lift to Mastercard. Prior to the airing of the show, Mastercard will offer special opportunities to win tickets to The Tonight Show along with offering a special meet-and-greet for selected Mastercard holders. Earned Media Boost Clips from the Tonight Show are commonly distributed organically via social channels, and rewatched on Youtube. It is anticipated that due to the organic and entertaining nature of this placement, customers will watch the segment online even after the television airing.
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1.http://www.nationalmediaspots.com/national-broadcast-and-cable-late-night-tv-ratings-18-49.php 2. https://variety.com/2014/tv/news/jimmy-fallons-debut-as-tonight-show-host-dominates-in-ratings-monday-1201110389
Antoni Porowski Netflix’s Queer Eye has become a sensation among millennial audiences, inspiring viewers to take control of their own lives.1 Our functional majority audience values their favorite feel good reality show in relation to the importance of quality family time through cooking.2 To incorporate the ease of Mastercard card-on-file payment, we will partner with Queer Eye chef Antoni Porowski to assist a Mastercard holding family that could use a little help in the kitchen. Antoni and the selected family will shop for groceries online from a provider, like Instacart, and cook a meal for a holiday dinner. The ability to purchase groceries quickly through a service that utilizes card-on-file will be highlighted, putting the Mastercard name at the forefront of all purchases. This partnership builds on Mastercard’s previous activation utilizing chefs, but adds a pop culture twist and an emphasis of using Mastercard for card-on-file. The content filmed will bring top-of-mind awareness that Mastercard is a good way to pay for online purchases. Paid Media Collateral 30-second videos of the collaboration will be further dispersed through paid advertisements on Facebook and Instagram, as well as organically on Mastercard’s website and social channels. Because Antoni and Queer Eye are most popular among the Centennial and Millennial audiences3, paid social ads following the initial launch will be targeted towards these demographics specifically. Antoni will also share the content with his three million followers, actively expanding the message that Mastercard’s cardon-file helps users take control of not only their kitchen, but also their life. Earned Media Boost Queer Eye and Antoni have a dedicated following, especially on social platforms. When the videos from the collaboration launch, we are expecting earned media in the form online press write-ups and organic viewership.
1. https://www.bbc.com/news/entertainment-arts-43328996 2. https://www.commonsensemedia.org/tv-reviews/queer-eye 3. https://www.theatlantic.com/entertainment/archive/2019/03/queer-eye-season-3-review/584812
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Experiential Lemonade Stand Experience When: August Where: Boston, Chicago, Atlanta, Seattle, Washington D.C. Affluent millennials and Gen X-ers strongly favor brands with messaging which resonates with their beliefs. Millennials also gravitate towards brands using cause-based advertising and feel more connected to corporate philanthropic efforts.1 Mastercard will select one child from Chicago, D.C., New York, Los Angeles and Atlanta to a host a large-scale lemonade stand in a populated part of their city. The lemonade stand will more closely resemble a stylish, modern restaurant than a traditional lemonade stand. The popup storefront, open for a 3 day period in August, will feature Mastercard branding and high-tech equipment, including tap-to-pay processing. The children chosen to be featured will have already shown that they have an entrepreneurial spirit and dedication to improving their community, making them the perfect tiny ambassadors for empowering change and embodying control. Upon first glance, customers will believe they are ordering beverages from a typical food truck or pop-up shop type business. However, when they see that the stand is run by a child (with the help of an adult crew), they will be impacted by a shock value in regards to how kids are taking control and
embracing the technology of the future, ultimately encouraging the use of tap-to-pay payment. Money earned from the pop-up will be donated to the child’s cause of choice. Paid Media Collateral A week following the activations, Mastercard will use footage from the event to promote tap-to-pay capabilities through paid media on its social channels. The creative will show the reactions of customers when they learn that the lemonade stand is run by a tech-savvy elementary schooler, and will emphasize how these entrepreneurial kids, who embody the personality of an adult small business owner, have embraced contactless payment as a pillar for convenience and control in their daily lives. Earned Media Boost The novelty of this activation, coupled with the shock factor of a child running a business, will garner both regional and national media attention, providing earned brand lift for Mastercard. 1. http://academic.mintel.com/display/860619
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Activation Virtual Fitting When: November Where: Los Angeles, Atlanta Mastercard will create an augmented reality spectacle at the intersections of fashion and e-Commerce1, increasing the notion that Mastercard is a good way to pay for online purchases. Millennials do 60 percent of their shopping online, but the common complaint with shopping online is the lacking visualization of the potential products they wish to buy2. To mitigate this challenge Mastercard will create an experience that allows participants to virtually try on clothes, prior to purchasing them online. A digital screen will render participants likeness, allowing them to scroll through products from a variety of different retailers (ASOS, Bonobos, J.Crew) on their very own digital self. After selecting their fashion masterpiece, they will have the opportunity to purchase the bundle by saving their card-onfile. People passing by will be enthralled by the spectacle and associate Mastercard with online shopping. The activation will give audiences a oncein-a-lifetime solution to a relatable shopping problem, increasing association of Mastercard as the go-to card-on-file for online purchases.
Paid Media Collateral Mastercard will post video footage from the activation on their social channels, with a small budget dedicated to boosting the content through paid media. Social content will capture attention through the novelty of the technology, while also reinforcing that Mastercard is the go-to card for digital and online payments. Earned Media Boost National and regional media is predicted as a result of the activation.
1. https://www.eventmarketer.com/article/five-strategies-for-elevating-events-with-augmented-reality 2. https://www.digitalcommerce360.com/2019/03/26/millennials-online-shopping
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Smorgasburg Tap-to-Pay When: July - August Where: New York City, Los Angeles Mastercard will create a four week interactive display at Smorgasburg, a recurring outdoor food festival in New York City and Los Angeles. Every weekend, Smorgasburg attracts around 50,000 people, showcasing food from over 100 local vendors.1 Our target audiences are frequently seen at this event, using their card for quick-service food payments from food-truck style set ups, but likely underutilizing contactless payment that would allow them to more quickly and easily navigate the crowded event. The goal for this activation is to encourage visitors to use their contactless cards to purchase food, keeping Mastercard top-of-mind in the process and allowing them to take control of their experience. Mastercard will provide a branded screen display featuring an interactive map, allowing customers to look at every vendor in attendance and order food items on the screen. This display will include a tap-topay system so customers can pay before picking up their food. Once their order has been placed, customers will stand in the restaurant’s speedy “pick-up line,� avoiding the hassle of pulling payment later. By creating a unique ordering system, Mastercard will be giving consumers control over their experience with a new and convenient way to eat at Smorgasburg. The event will be promoted on social media channels throughout the four week period. Paid Media Collateral Mastercard will utilize paid social media in the New York and Los Angeles market to promote their presence at the event. Earned Media Boost Local and regional media will promote awareness of the technology, driving consumers to the activation. 1. https://www.smorgasburg.com
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Partnership Orangetheory When: July Where:10 Primary Cities Mastercard will host a week-long promotion with Orangetheory, a fitness franchise offering group workouts focused on high intensity training. Traditionally, individuals can only participate in the service by purchasing monthly membership packages. This promotion allows participants a chance to work out at Orangetheory on a class by class basis for a discounted rate if they pay with tapand-pay. With a main consumer base of married, highly educated working adults age 25 to 44 years old, members of the funcional majority are likely to attend or be familiar with Orangetheory.1 The promotion will take place at franchisee locations in our ten primary target cities. Messaging surrounding the event will promote this opportunity not only as a challenging and competitive workout, but also as the way for attendees to take control of their health and lifestyle. In order to engage both current Orangetheory attendees and newcomers, Mastercard will utilize popular Orangetheory instructors and the Orangetheory account to promote the event on their social media platforms, prior to and during the event. The promotion will also be sent out in existing e-marketing emails. Signage will be present at Orangetheory locations to increase overall awareness of tap-and-pay technology. Goal: encourage our target audience to utilize tap-and-pay by incorporating a service they are already interested in. Incentivising class participation will drive consumers to discover how to use the technology on their own.
1. https://www.chainstoreage.com/store-spaces/csa-qa-orangetheory-on-fast-track-with-260-new-sites-in-2018/
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Out of Home Transit Advertising Across Mastercard’s local markets, the capita public transit spend is significantly higher than the national average. By ridership, the commuter and rapid systems in these markets are in the top 15 nationally.1 Commuter rail systems are being frequented more and more by millennials who have just purchased their first house in the suburbs, but also remain employed in cities. Commuter rail OOH allows Mastercard to reach them at the beginning and end of their day, and perhaps let them know that the daily Starbucks run in Grand Central Station could be a little less stressful. Additionally, more transit authorities are doing away with disposable metro cards and digitizing their ticket services. Mastercard has an opportunity to reach consumers with transit-centric messaging that prompts them to default to Mastercard when renewing their metro cards. Airport Advertising Across Mastercard’s local markets, the average airport passenger traffic each month exceeds 20 million.1 Among that 20 million are Millennials obsessed with business travel. In fact, many of them consider frequent business travel a job perk (Mintel.com). The control-centered message will reach regular business travelers who want the opportunity to travel lighter and faster through use of contactless payment methods. Additionally, business travelers rarely cook, and instead seek out local restaurants upon arrival in a new city. They will be prompted to utilize contactless pay after exposure to Mastercard’s message. Younger consumers are also starting to travel on their own for both business and leisure. But for many of them, financial vulnerability while on the road is a genuine concern.2 Mastercard’s messaging aims to quell these fears by highlighting the security of digital payments, and the convenience of having them on hand during travel.
1.https://www.apta.com/Pages/default.aspx 2. https://www.transtats.bts.gov 3. https://travel.state.gov
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Media Measurement Phase
Tactic
KPI
1, 2
National TV
Associate brand with contactless
1, 2
Podcasts
Associate brand with contactless
1, 2
Social media
Associate brand with contactless and increase digital payments
1, 2
OTT/Connected TV Commercial Spots
Associate brand with contactless
1, 2
Search Engine Marketing
Increase digital payments
1
GasBuddy Display Ads
Increase contactless payment in everyday purchases
1, 2
Influencers
Increase contactless payment in everyday purchases
1
Tonight Show Starring Jimmy Fallon
Increase contactless payment in everyday purchases
2
Antoni Porowski Digital Partnership
Increase digital payments
1
Lemonade Stand Experience
Associate brand with contactless and increase usage in everyday purchases
2
Virtual Fitting Room
Increase brand association with digital payments
1
Smorgasburg Activation
Increase contactless payment usage in everyday purchases
1
MasterCard x Orangetheory
Associate brand with contactless and increase usage in everyday purchases
1, 2
Transit Advertising (OOH)
Associate brand with contactless
1, 2
Airport Advertising
Increase contactless payment in everyday purchases
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Media Flowchart
34
35
36
Campaign Impact By City
By Phase
Total Impressions 555,394,316
By Tactic 37
Detailed Budget
38
39
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1. https://digiday.com/marketing/advertisers-think-just-like-buying-digital-myths-connected-tv-advertising/ 2. https://www.webfx.com/blog/business-advice/the-cost-of-advertising-nationally-broken-down-by-medium/ 3. https://www-statista-com.ezproxy.lib.utexas.edu/statistics/829477/cpc-facebook-advertising-campaigns-by-objective/ 4. https://www-statista-com.ezproxy.lib.utexas.edu/statistics/872579/cost-per-click-on-instagram-countries/ 5. https://monetizepros.com/cpm-rate-guide/video/ 6. https://www.advertisecast.com/podcast-advertising-rates 7. http://bit.ly/2PLF0g3 8. https://katana.media/blog/programmatic-buying-101-value-cost-efficiencies/
9. https://dagmarmarketing.com/seo-pricing/ 10. https://www.allamericanspeakers.com/celebritytalentbios/Antoni+Porowski/423200 11. https://www.adweek.com/tv-video/new-data-shows-just-how-much-advertisers-arepaying-commercials-late-night-167634/ 12. https://www.bluecorona.com/blog/how-much-facebook-advertising-costs 13. https://www.popsugar.com/fitness/Orangetheory-Prices-44560849 14. http://zugara.com/virtual-dressing-room-technology/virtual-dressing-room-kiosk/ wss-kiosks-pricing 15. https://www.costowl.com/b2b/kiosks-touch-screen-cost.html 16. https://www.bluelinemedia.com 17. http://clearchannelairports.com 18. https://www.agweb.com/mobile/article/kids-busted-for-selling-lemonade-legal-aid-tothe-rescue/
Let’s change the game. By dropping the word “Mastercard” from all branding, Mastercard has committed to a digital future of payments. A more interconnected world of commerce demands faster and more secure transactions between entities, and that cannot be guaranteed in a world where cash remains a dominant form of payment. Ninetofive media is committed to Mastercard’s goal of displacing cash, and understands the magnitude of the task. This plan is the beginning of what will be a long fought campaign to normalize digital payments, but it will garner significant brand association and expand the presence of Mastercard in an untapped space. Ninetofive media is here to help you take control. By the end of December, consumers will understand that Mastercard is here to carry them into a new era of digital capabilities.
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