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 MasterCard Brazil – “What’s Priceless to You?”

Short description of this entry. (What it is and how it works.)
Independent of 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.

Per proprietary research conducted in-market:
  • 87% of Brazil’s active Internet users read blogs
  • 50% run their own blog
  • 76% have an online profile; 56% manage it daily
  • 71% upload photos to sharing sites; 68% upload videos
  • 94% view videos on sharing sites
In short, Brazilians are some of the most active social networkers globally.

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

While the allure of national exposure worked to ensure high consumer participation, prominent media outlets were tapped to kick-off the campaign and build awareness:
  • MasterCard teamed with the SBT variety show “Domingo Legal”—the most popular Sunday TV program in Brazil—to feature early “What’s Priceless to You?” submissions
  • One-minute “Priceless” segments were showcased on AXN and Sony cable channels, which offer the highest penetration for MasterCard’s upscale target audience
Additionally, paid viral action was taken throughout the campaign’s duration to create a holistic media experience and generate buzz:
  • Viral networks, principally key social platforms, were utilized to heighten promotion visibility and credibility and to generate unpaid blog postings/comments
  • Search engines (MSN, Yahoo!), social networking sites (Orkut, MySpace), popular Brazilian blogs and photo/video communities (flickr, YouTube) were used to spread the "Priceless" word and encourage contest entry via custom MasterCard groups/channels, banner ads, rich media, etc.
And lastly, the campaign implemented a segmented marketing approach. As one of the world’s largest countries, Brazil displays a wide range of consumer behavior across its various regions. This, combined with the versatility of “Priceless” and the “What’s Priceless to You?” campaign itself, allowed MasterCard to creatively adapt campaign messaging and mediums for each region, using precise geographic targeting.


 How does this entry accomplish business or non-profit goals?
 This was the first time a 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

Creative Execution:
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MasterCard "What's Priceless to You?" Homepage Screenshot:

MasterCard Home Page