On Brand Relevancy

“There are some things money can’t buy. For everything else, there’s MasterCard.”

In 1997, Mastercard launched a beautiful TV commercial that captured the hearts and minds of people around the world. Who can forget the images of the dad buying his 11-year-old son a ticket to a ballgame, a hotdog, a drink and the priceless conversation that ensues. This was the introduction of Mastercard’s iconic “Priceless” campaign, showcasing enduring moments in life that money cannot buy, and shining a light on what is truly priceless in life.

And it became an instant hit.   

The goal of the campaign was to emphasize MasterCard’s payment cards as the best way to pay for “everything that matters.” As one of the most recognizable campaigns to hit the market, Priceless enabled MasterCard to build and maintain a strong brand value and trust among consumers. Over the years, the Priceless narrative has reverberated through the common consciousness. The Mastercard brand story resonates across generations and cultures and remains relevant as people strive to find those magical moments together, particularly in recent years, when we have spent so much time apart. It’s one word that is uniquely Mastercard and also universally human, defining the brand and setting them apart for over a quarter-century.

But the world has changed drastically since the award-winning Priceless advertising campaign debuted...

MasterCard successfully transformed Priceless for the digital age as the Internet transformed how we live, work and play. The early 2000s saw the debuts of Friendster, MySpace and FaceMash, the social media site that became Facebook. The first iPhone went on sale in 2007. The metaverse went from science fiction to reality. Consumer attention spans are increasingly fleeting, and campaigns and concepts have short shelf lives. And Mastercard adapted and thrived without changing their positioning, their values, or their purpose:

“Before there was social media, there was just social. Today, brands create these campaigns and because of digital they go viral. Priceless went viral without the Internet. The campaign works because the idea of priceless moments is something very endearing. People can relate to it. MasterCard knew that the idea behind priceless was brilliant, as was the execution, so the digital component stayed true to that formula.”

- Adam Broitman, Vice President of Global Digital Marketing

MasterCard evolved the Priceless campaign in 2011 to enable these once-in-a-lifetime experiences through “Priceless Cities.” For example, for the Broadway show “Rock of Ages,” MasterCard didn’t just offer card members the opportunity to buy tickets for a cheaper rate, like other card companies were doing. People who bought tickets were also invited to rehearse with the “Rock of Ages” cast and have a walk-on role. And to give the campaign legs and wider reach, MasterCard devised some really cool promotions of its Priceless Cities. For example, it ran a Facebook campaign where it gave New Yorkers who bought seats to a Yankees game “VIP seats.” The card company literally took seats from the original Yankee Stadium, which was demolished in 2012, and brought them in for card members who purchased the deal.

So, how does a brand like Mastercard and their Priceless positioning remain relevant?…

The marketers at Mastercard work continuously to create campaigns that will resonate with cardholders and reinforce their loyalty and trust in the MasterCard name. They transformed the Priceless ad campaign into a long-lasting, multi-dimensional marketing platform that reflects the ongoing company evolution and the ever-changing world. They went from celebrating priceless moments to curating priceless moments to sparking priceless moments, actively connecting people to their passions and to each other. They do it across channels, around the world and, yes, even in the metaverse, bringing Priceless to more people than previously possible.

The company launched Priceless.com, bringing families and friends together for bespoke moments built around universal passions such as cuisine, music and sports. From dining on top of a Times Square billboard in New York City to dancing along to an intimate concert with Grammy-winning artist Camila Cabello to following the footsteps of Coco Chanel on a Parisian walking tour, Priceless Experiences are unexpected, unique and lots of fun.

In the last few years, Priceless has connected passions to purpose. From True Name cards that reflect a person’s true identity to raising money for cancer research with Stand Up to Cancer to helping Black female entrepreneurs thrive through Strivers, they’ve launched initiatives that underscore progress, decency and inclusion.

Have any of your favorite brands stood the test of time and remained “Priceless”? Let us know and follow us on LinkedIn to continue to receive new insights every week.