| Title | PRICELESS FINLAND |
| Brand | MASTERCARD |
| Product/Service | PAYMENT SOLUTIONS |
| Category |
C05. Co-creation & User Generated Content |
|
Entrant
|
McCANN STOCKHOLM, SWEDEN
|
|
Idea Creation
|
McCANN STOCKHOLM, SWEDEN
|
Credits
| Peter Kamstedt |
McCann Stockholm |
Vice President |
| Fredrik Sundqvist |
McCann Stockholm |
Copywriter |
| Klaudia Klang |
McCann Stockholm |
Art Director |
| Sara Vilkko |
McCann Stockholm |
Account Director |
| David Drew |
McCann Stockholm |
Designer |
| Ylva Pernebrink |
McCann Stockholm |
Account Manager |
Why is this work relevant for Direct?
This work demonstrates how Mastercard managed to build new customer relationships and engagement through directly targeting the Finnish users of Snapchat. It also clearly demonstrates the call to action and results.
Background
On December 6, 2017, Finland celebrated its 100th year of independence. The centenary was celebrated in an epic way throughout the world. Everybody wanted to take part, people, countries and of course brands looking to connect with its audiences. Like most brands, Mastercard wanted to join the festivities and find a way to break through the clutter, making an imprint on people.
Describe the creative idea
It’s no easy task to break through the clutter and reach people when it’s the biggest and noisiest day in many years. The creative idea was to take Mastercard’s iconic brand promise Priceless to Snapchat through a branded national geofilter. It became a timely tribute that inspired people to join in and create their very own tributes to Finland. We actually got people to express themselves through Mastercard’s famous payoff.
Describe the strategy
The Finnish people are proud to be Finns, especially on the independence day, and especially when celebrating the 100th independence day. We knew many people would go to social media to express their pride, so our our strategy was to find a way where we could join them in that moment. It was also a clearly defined strategy to go beyond the brand’s traditional marketing channels on this day.
Describe the execution
We launched an exclusive national geofilter in Finland on December 6. The filter made it possible for the Finnish people to express and create a tribute to their country – through Mastercard and its iconic payoff Priceless.
List the results
The campaign reached 589,000 people on Snapchat in Finland – which is 75% of all Snapchat users in the country and more than 10% of the entire Finnish population. Within a few hours, the branded filter was shared more than 190,000 times in chats and stories – reaching 3.6 million impressions and more than 1.9 million earned impressions.