Mastercard's Start Something Priceless Campaign Focuses on Giving
Justin Lam — January 22, 2018 — Marketing
The Mastercard Start Something Priceless campaign is the first change the company has made to its ads in two decades. For 20 years, the Priceless campaign has been Mastercard's staple ad, focusing on incredible moments and celebrating them. While the campaign has served Mastercard for so long, the change in focus seems to be a push in a direction that is more aligned with modern consumers. The belief that brands can affect change is held by more 80% of consumers and it seems as though Mastercard is looking to position itself more in line with those consumer views.
The Mastercard Start Something Priceless Campaign is the newest effort meant to inspire people to achieve goals. The ad goes on further to explain that these goals can be achieved through the individual, or through a Mastercard donation program. With this new campaign, Mastercard is looking to take a more active role in generating "priceless" moments and has even worked out partnerships with various brands to further this goal. The two current ads in this campaign both carry the message of charity, but focus on different issues. One supports emerging artists, while the other aims to provide schooling for impoverished communities.
The Mastercard Start Something Priceless Campaign is the newest effort meant to inspire people to achieve goals. The ad goes on further to explain that these goals can be achieved through the individual, or through a Mastercard donation program. With this new campaign, Mastercard is looking to take a more active role in generating "priceless" moments and has even worked out partnerships with various brands to further this goal. The two current ads in this campaign both carry the message of charity, but focus on different issues. One supports emerging artists, while the other aims to provide schooling for impoverished communities.
Trend Themes
1. Consumer-driven Brand Messaging - Mastercard's Start Something Priceless campaign reflects the growing belief among consumers that brands can affect change, presenting an opportunity for businesses to align with consumer views.
2. Goal-oriented Inspiration - The Mastercard Start Something Priceless Campaign aims to inspire people to achieve goals, creating an opportunity for businesses to tap into the desire for personal growth and success.
3. Partnerships for Social Impact - Mastercard's collaboration with various brands in its Start Something Priceless Campaign offers opportunities for businesses to form partnerships that generate positive social impact and promote their shared values.
Industry Implications
1. Advertising and Marketing - The change in focus in Mastercard's ad campaign presents an opportunity for businesses in the advertising and marketing industry to cater to the growing demand for consumer-driven brand messaging.
2. Financial Technology (fintech) - Mastercard's Start Something Priceless Campaign, with its emphasis on achieving goals and making donations, opens up innovation opportunities for businesses in the FinTech industry to develop innovative solutions that facilitate charitable giving and personal financial growth.
3. Social Impact Organizations - The partnerships formed by Mastercard in its Start Something Priceless Campaign create opportunities for businesses in the social impact sector to collaborate and amplify their efforts in creating positive change within communities.
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