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BRONZE WINNER: Breakthrough MasterCard Mobile Program Engages Youth Audience
Client: MasterCard Worldwide
Names to be credited with submission:
Time Period of Campaign: 2008
Key Insights: Japanese adolescents are very technologically savvy and rely on mobile phones to connect with friends 24/7. In fact, the average Japanese person prefers to maintain personal connections via mobile-based emails, texts and calls, as opposed to the average global inclination for face-to-face communication, email and social networking. Furthermore, mobile (“keitai”) phones are a primary source of service and function in Japan, even more so than computers or PDAs, providing access to real-time video calls, gaming, quick response (QR) codes, GPS, e-books and translation applications, monetary payment services, mass transit ticketing and more.
Media Strategy: To engage the youth “life-starters” target, MasterCard developed a mobile campaign site full of free tools and content. Online banner ads were used to promote the campaign, and print ads featuring quick response (QR) codes provided easy access to the mobile site. Seasonality was also a key element to the campaign, with an April launch date chosen for its association with new beginnings—students head back to school and recent graduates enter the work force, all eager to communicate with friends.
How Could this be a Template for Other Campaigns or for World Class Standards? In the future, mobile phones will not merely be phones, but the communication tool, serving as the foundation for all person-to-person contact worldwide (mail, music, video, etc.). Mobile applications will become richer, increasingly innovative and allow for deeper user interaction.
Results: The MasterCard mobile site received over 1 million page views and over 300,000 branded contents were downloaded. By understanding key cultural insights and trends, MasterCard engaged an otherwise distant youth audience and created an interactive relationship for further “Priceless” campaigns to cultivate.