Mastercard has launched its Everyday Priceless campaign – its first UK debit consumer campaign.
Targeting the small, everyday purchase moments and how these can bring us together, Mastercard has created an integrated campaign to reframe perceptions amongst a new generation of cardholders by showcasing its debit offering.
Shopping habits have changed dramatically in the last decade with online shopping consistently increasing its share of sales, and contactless payments being used for ever lower value purchases as consumers use less cash. With a faster pace of life and new technologies, electronic payments have become the most popular way to pay in the UK, having evolved to become more ever more secure and convenient.
This campaign shines a light on the meaningful and personal moments we experience from smaller transactions whether it’s treating a colleague to lunch, make-up for a sister, or a Friday night takeaway with friends – the infamous interlocking circles are there for all of your everyday transactions, no matter how big or small.
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. By adopting this strategy Mastercard gets closer to consumer everyday payment habits, behaviours, interests and locations with relevant and frequent communications and media choices.
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, everyday.”
Watch the 30 second TV ad here.