Mastercard's first UK debit card campaign reimagines 'priceless' moments
A first for the brand, Mastercard has launched its first-ever UK debit campaign - celebrating how even the small transactions can lead to 'priceless' moments.
Created by McCann London, the campaign aims to reframe perceptions among a new generation of cardholders, by showcasing its debit offering.
The campaign highlights the fact that shopping habits have changed over the years, with people using their contactless cards to buy cheaper items.
The 'Everyday Priceless' spot demonstrates how you don't need a credit card to have 'priceless' moments, and even the small buys can lead to personal and meaningful moments - like the effect of a quick espresso stop or the coming together of friends after work.
The social-first campaign is built around six everyday payment occasions to be played across a creative platform featuring out of home, TV, social media and customer communications.
The campaign comes off the back of a busy year for Mastercard. The brand kicked off the year by dropping the name from its logo - giving the global payment provider a fresh new look. Raja Rajamannar, Mastercard's chief marketing officer, said that a picture is worth more than words in the digital era.
Taking the logo refresh even further, in February Mastercard unveiled a sonic brand identity, joining the growing throng of brands and publishers experimenting with sound.
In September, exercising the elasticity of its brand, Mastercard developed its own flavour - in the form of macaroons. Following that, it acquired SessionM - a tech company that it claimed would help advertiser better target offers and track their effectiveness.
Discussing the launch of the campaign, Nicola Grant, head of marketing and communications, UK, Ireland, Nordics and Baltics at Mastercard said: “We wanted to focus on the wonderful moments that smaller, everyday transactions can create, bringing people together and injecting joy into our daily lives.
"Our new debit campaign is an opportunity to speak to a new generation of cardholders in the UK that are currently less familiar with Mastercard debit and introduce the concept of Everyday Priceless – a chance to make someone’s day, and reflect on the power of our small purchases, every day.”
Adding to this, Greg Mullen, creative director from McCann London commented: "'They say ‘how we spend our days is how we spend our lives’, but we tend to overlook the everyday. So, we wanted to help shine a light on the little purchases we make every day that can create meaningful moments, a bit of Everyday Priceless."