Our brand
One brand strategy
Brand expression
Power of Priceless
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Overview
For 25 years, priceless has been the soul of the Mastercard brand.
In 1997, Mastercard launched the priceless campaign, defining what is, and remains, priceless in people’s lives: what money can’t buy.
Priceless isn't about the cognitive or rational. Instead, it's about our most human moments—moments intensely personal, yet universally understood.
It’s inherently about experiences that move people.
25 years of evolution and innovation
“
One single word packed with power and spirit…priceless
“
Raja Rajamannar
*Brand Affection Study & priceless Research H1 2021 Please note, this slide should not be shared with outside merchant partners
Drives Mastercard brand affection index lift
| +21 | pts lift |
With priceless awareness & attribution to Mastercard
| +35 | pts lift |
With priceless experience
Increases top of wallet adoption
| 18% | gain |
In Mastercard top of wallet behavior with priceless awareness & attribution to Mastercard
| 27% | gain |
Among priceless experiencers
Heightens issuer perceptions
Among those who were aware of priceless
| 71% |
Felt that if an issuer offered priceless, it would improve their opinion of their bank
Priceless Pillars
The priceless pillars are four unique implementations to activate priceless. Each pillar targets different outcomes and demographics, from partners to cardholders. The pillars are used by markets across the planet, oftentimes within larger programs. Due to their constant usage, we have created this section to address the most common use cases for each.
priceless experiences
Priceless experiences are what we use to connect people to passions and the priceless platform is the best-in-class martech solution for consumers and customers.
priceless surprises
Priceless surprises allow us to drive brand excitement with incredible precision and customization. These surprise and delight moments and experiences allow for easy activation of portfolios, as well as a chance to recognize and champion loyal cardholders and their stories.
priceless causes
Priceless causes* is a purpose-first opportunity for cardholders to connect to deeper emotional and philosophical causes, thereby increasing brand affection.
* Used as an internal term and not to be used in advertising. In advertising, name the cause/organization rather than the pillar name (i.e. Stand Up to Cancer, World Food Program)
priceless specials
Priceless specials* provide wonderful offerings and powerful gratification to all cardholders globally. They are designed for scale and reach, and consequently can increase everyday transactions.
Multisensory
Mastercard is one of the most visually recognizable brands on Earth. With the multisensory strategy, it is becoming instantly recognizable across all five senses.
Most importantly is the brand’s sonic DNA, a rubric for the brand’s sophisticated and impactful audio identity, from sonic at checkout at hundreds of millions of registers, to the music in every television, radio and video spot. Our goal is for people globally to recognize the brand with their ears as easily as they do with their eyes.
Additionally, with developments like Touch Card and experiments with haptics, the ”feel” of the brand is being defined, alongside successful implementations of taste and smell branding with things like restaurants, scents and more. When we tap into these five senses, it can help us express the emotional experience of something truly priceless. It brings an idea to life by making it tangible.