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.