Advertiser: Mastercard Worldwide Brand: Mastercard World Card Creative Agency: McCann Worldgroup (Singapore) Pte Ltd Credits: Jenny Au (Associate Director), John Lee (Media Planner), Faridah Ismail (Media Buyer), Penny Tan (Vice President, Mastercard Worldwide), Sue Loke (General Manager of Sales, Edipresse)
In 2010, MasterCard introduced WorldCard – a super prestige card that you can get only by invitation. The price and prestige of precious metals had declined much faster in the Credit cards industry than the real world and for a new prestige card to differentiate itself was an uphill task.
A card by invitation had to be marketed by invitation. However our target were cynical, ultra-exposed and impatient. High-society is often highly incestuous and closed. Lineage is important and so is style & subtlety. Fortunes are made and unmade, reputations built and shattered, prestige assigned and denied, in smooth subtle conversations effortlessly. Coffee Table Talk has for ages been a symbol of refinement. We decided to own these conversations via a timeless coffee table book.
Collaborating with Malaysia Tatler, we produced this splendid coffee table book earning World Card an immediate insider’s place. The book was launched at an elegant fund raising dinner for the crème de la crème and proceeds went to the Women’s Aid Organization. WorldCard branding was infused subtly. 21 years of Tatler was captured via photos of high-society families and personalities becoming a collector’s item and triggering favorable opinions about WorldCard among influencers who truly mattered.
The sales of books exceeded expectations by 5%. The campaign with its immense network impact helped WorldCard acquire more subscribers. The charity associated – women’s aid organization – shot their target up by 10%. MasterCard posted one of their best years ever in 2010.