MasterCard Brazil - "What's Priceless to You?"

By Universal McCann / McCann Erickson

Mobilized by MasterCard’s twelve-year landmark campaign, Brazilians have developed personal interpretations of what “Priceless” means. Due to Brazil’s advanced blogosphere and cultural affection for self-broadcasting, many examples of ‘moments so special one cannot put a price tag on them’ populate the Internet as photos, videos and blog postings.

Keen to be part of the user-generated evolution of “Priceless,” MasterCard launched a revamped Priceless.com (naotempreco.com.br) with an overarching goal of moving beyond showing consumers “Priceless” moments to actively engaging them to share their real-life “Priceless” experiences. To drive participation, consumer-generated content was showcased in highly relevant venues: two grand-prize “Priceless” submissions were executed as primetime TV spots and many additional submissions were executed as print/online ads—all starring the winners themselves.

Key social platforms, popular Brazilian blogs, photo/video communities and search engines were also utilized to heighten promotion visibility/credibility and to create a holistic media experience.

This was the first time a Brazilian financial services company had ever attempted to use UGC in a marketing initiative, let alone harness authentic consumer stories and social networking for a promotion. Executed to encourage consumer interaction and preference, the campaign took steps beyond basic awareness building and moved into more viral opportunities, ultimately propelling MasterCard ahead of competitors in the digital space:

• 63,000+ consumer “Priceless” moments were submitted
• naotempreco.com.br achieved 36 million page views
• Celebrity blog testimonials spawned 5,000+ spontaneous reader comments
• 103 blogs spontaneously mentioned the promotion (unpaid)

Tracking studies* used to measure campaign awareness underline the importance of ‘Friends’ (online/offline word-of-mouth) vs. TV, with word-of-mouth largely becoming the main source of campaign awareness—a strong testament to the viral success of naotempreco.com.br:

• June 2008 18.2% Friends / 23.3% TV
• August 2008 28.5% Friends / 10.5% TV
• October 2008 34.1% Friends / 11% TV

* Source: Intuition, June – October 2008

April 2008 to December 2008

Overall Rating: (4 votes)

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