CLIENT
Mastercard
Dagmar Nedbal, Head of Marketing, Mastercard
Yoshiko Yeomans, Manager, Mastercard
Ushio Yamamoto, Director, Mastercard
AGENCY
Nobuyuki Kunda, Account Director, McCann Erickson Japan
Asuka Mima, Account Supervisor, McCann Erickson Japan
Yoshi Matsuura, Executive Planning Director, McCann Erickson Japan
Naoyuki Sawada, Planner, McCann Erickson Japan
Yasuhiko Maruyama, Creative Director, McCann Erickson Japan
Yasuaki Kurata, Senior Art Director, McCann Erickson Japan
Minako Hanzawa, Copywriter, McCann Erickson Japan
McCann Worldgroup
SUMMARY
After 8 years with no TVC presence, Mastercard was lagging behind in terms of awareness, acquisition, usage and overall brand image: we needed to make Priceless relevant again. Post-Earthquake, Japanese people had been longing for quality time. Yet the news was full of death by overwork, and social pressure remained high. We gently guided consumers to proactively “Choose Priceless”, and therefore choose Mastercard. The campaign immediately won favour with both public and issuers, and awareness, acquisition, usage and brand image all increased for the first time in years.
