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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