This is how Mastercard approaches engagement with a millions-strong audience, according to Jay Mandel, MasterCard’s VP of Global Digital Marketing.
Mastercard’s global marketing campaigns are not a matter of throwing ideas into a campaign brief; thus, they’re far more scientific. The marketing team starts by looking for what Mandel calls a moment of truth — an insight drawn from observant analysis that then translates into the creative seed for a campaign and a larger, relatable message for the brand.
To execute this vision, the brand constructed the organizational structure to carry these moments from ideation through to the production and distribution of the finished product. They have taken the best of every marketing discipline and put it in a centralized content marketing strategy group. Consumer and digital marketers, media professionals, and communications strategists have thrown their hat into the ring for what is no doubt an eclectic group of creatives.
Willing to Change in Radical
To keep up with the digital world, Mastercard is removing its name from the logo as part of a “reinvention” of the brand.
As a company following the digital updates so well that they even adopted biometric fingerprint verification, Mastercard has evolved its logo. The company revealed at the Consumer Electronics Show that it would drop the “Mastercard” name below the red and yellow interlocking circles in “select contexts,” such as at digital and physical retail locations and major sponsorship properties. However, the overlapping circles will add it to a growing list of brands identified by a symbol.
Provide the Latest Technology Because of the Brand Presence
Mastercard has unveiled biometric cards that contain both Chip and Pin technology, as well as biometric sensors. The test has launched only in South Africa at present.
After smartphones, buildings, airports, -and the FBI- the next step is to let finance industries adopt fingerprint verification to increase user security. As a part of a limited trial in South Africa, Mastercard has announced launching a credit card with a fingerprint scanner.
Open to New Tactics Like Sound Marketing
The Mastercard has introduced its sonic brand identity, a comprehensive sound architecture that signifies the latest advancement for the brand.
After the brand introduced the nameless, icon-only logo, they stepped into sound-centric branding alteration. Wherever consumers engage with Mastercard across the globe – be it physical, digital, or voice environments – the distinct and memorable Mastercard melody will provide simple, seamless familiarity. To kickstart its audio presence, Mastercard launched a new marketing campaign in advance of the American Grammy Awards featuring nominated artist Camila Cabello.
Reaching Luxury Segmentation via Different Approaches, Such as the Culinary Industry
Priceless – an international culinary collective that brings the world’s finest dining and experiences to New York City
Mastercard is preparing to revive all five senses with an ambitious installation that brings three distinctive restaurants from around the world to New York City. The iteration of the long-running “Priceless” campaign establishes what the brand calls “an international culinary collective,” recreating in immaculate detail the experience of visiting restaurants that had offered a singular dining experience.
Supports Gender Diversity
Christopher and Gay Streets’ corner at New York’s Greenwich Village, passersby will see a host of new names for the latter road thanks to Mastercard.
For Pride month, Mastercard has placed nine street names in an effort to be more inclusive of the LGBTQIA+ community. Titled “Acceptance Street,” the rainbow installation is recognized as a partnership between Mastercard and New York’s Human Rights Commission, which helped sanction the signs.
Mastercard’s “True Name” project proposes to find a secure, non-invasive way to let people choose names other than their legal ones to appear on credit and debit cards, and it is currently working with the city’s Human Rights Commission to figure out the details.