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Priceless In Every Way

Team Slate

December 16th , 2020

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Why does

Mastercard

matter?

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“We're working to scale “Doing Well by Doing Good" by making commercially sustainable social impact the new paradigm for business as usual.”

Ajay Banga, CEO of Mastercard

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Meet Team Slate

Andrew Chen

Rob Feder

Cassie Jackson

Aastha Maniar

Dheeraj Rekula

Shawn Harrington

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Our Agenda

01.

The Challenge

02.

Pillars of the Brand

& The Approach

03.

Experiential Sensory

Assets

04.

The Voice of Mastercard

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The Challenge

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How does Mastercard utilize multi-sensory assets to strengthen its connection with people and inspire them to “start something priceless”?

The Challenge

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Mastercard is defined by “Doing Well by Doing Good” - this organizational backbone is more important now than ever.

Empathy has always been important for the Brand - now it is critical to reinforce this relationship.

At its core, Mastercard is about creating “priceless connections” with people and the world.

The Belief

If we think about the world today desires, if we think about what your target audience craves, and if we think about where Mastercard shines, it is through goodness. Mastercard is defined by doing well by doing good. As we are in a global pandemic, this organizational backbone is more important now than ever.

Empathy has always been important to the brand - now, it is critical to reinforce this relationship.

Mastercard has always been about “priceless connections,” but now and going forward, this has to be made easier, more cohesive, and contoured toward your many diverse customers and their interests, so a weight can be taken off their shoulders and they can experience more joy.

Now I’m going to turn it over to Aastha who is going to talk more about how we conceptualized this multi-sensory challenge for your target consumers and why they need Mastercard to be a beacon of hope now more than ever, Aastha.

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How do we connect with our Customers?

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Customer Challenges that can be addressed and Insights that can be exploited…

Target Demographic Insights

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Customer Challenge

Abundance of Choice

Target Demographic Insights

Need: Stock image for abundance of choice, in style with Mastercard’s illustration style

Notes:

Dealing with:

As a result of digital overload i.e. an abundance of information facilitated by phones, computers, and tablets and the pandemic which has separated people both physically and emotionally, people are dealing with a rapid digital transformation while being deprived of personal experiences and interactions.

“We’ seen two years worth of digital transformation in just two months” (Satya Nadella), yet instead of applauding many of these advancements in technology, people are lamenting Zoom fatigue; they are saddened by the inability to hang out with friends or hug relatives. More than anything, they simply are at a loss for what the future holds; what the new normal will be. They are hungry to be out in the world again and create more meaningful connections.

Driven By...

Power of Anticipation: Wondering about experiences that will come next / how the world and their place in it will evolve.

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Customer Challenge

Anxiety around Decisions and Outcomes

Target Demographic Insights

Need: Stock image for abundance of choice, in style with Mastercard’s illustration style

Notes:

Dealing with:

As a result of digital overload i.e. an abundance of information facilitated by phones, computers, and tablets and the pandemic which has separated people both physically and emotionally, people are dealing with a rapid digital transformation while being deprived of personal experiences and interactions.

“We’ seen two years worth of digital transformation in just two months” (Satya Nadella), yet instead of applauding many of these advancements in technology, people are lamenting Zoom fatigue; they are saddened by the inability to hang out with friends or hug relatives. More than anything, they simply are at a loss for what the future holds; what the new normal will be. They are hungry to be out in the world again and create more meaningful connections.

Driven By...

Power of Anticipation: Wondering about experiences that will come next / how the world and their place in it will evolve.

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Customers are �Driven by

Meaningful Connections

Target Demographic Insights

Need: Stock image for abundance of choice, in style with Mastercard’s illustration style

Notes:

Dealing with:

As a result of digital overload i.e. an abundance of information facilitated by phones, computers, and tablets and the pandemic which has separated people both physically and emotionally, people are dealing with a rapid digital transformation while being deprived of personal experiences and interactions.

“We’ seen two years worth of digital transformation in just two months” (Satya Nadella), yet instead of applauding many of these advancements in technology, people are lamenting Zoom fatigue; they are saddened by the inability to hang out with friends or hug relatives. More than anything, they simply are at a loss for what the future holds; what the new normal will be. They are hungry to be out in the world again and create more meaningful connections.

Driven By...

Power of Anticipation: Wondering about experiences that will come next / how the world and their place in it will evolve.

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�

Anticipation

Customers are �Driven by

Target Demographic Insights

Need: Stock image for abundance of choice, in style with Mastercard’s illustration style

Notes:

Dealing with:

As a result of digital overload i.e. an abundance of information facilitated by phones, computers, and tablets and the pandemic which has separated people both physically and emotionally, people are dealing with a rapid digital transformation while being deprived of personal experiences and interactions.

“We’ seen two years worth of digital transformation in just two months” (Satya Nadella), yet instead of applauding many of these advancements in technology, people are lamenting Zoom fatigue; they are saddened by the inability to hang out with friends or hug relatives. More than anything, they simply are at a loss for what the future holds; what the new normal will be. They are hungry to be out in the world again and create more meaningful connections.

Driven By...

Power of Anticipation: Wondering about experiences that will come next / how the world and their place in it will evolve.

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Pillars of the Brand

&

The Approach

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Simplify

Brand Pillars

available across key passion areas

added to the Priceless platform this year

1000’s

Of experiences

200

Digital experiences

How much time do consumers have to browse through all of these amazing experiences?

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Unify

Brand Pillars

are aware of the Priceless offering and attribute it to Mastercard

have participated in a Priceless experiences

16^%

of consumers

6^%

of Priceless aware consumers

How can Mastercard unify everything Priceless has to offer to expand consumer awareness and engagement?

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Humanize

Brand Pillars

“ In the future, people don’t just want more technology in our products and services; we want technology that is more human.”

(Accenture, 2020)

How can Mastercard add a humanized approach and experience through technology?

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Personalize

Brand Pillars

How can Mastercard drive more anticipation around Priceless experiences and lead consumers to spend more time enjoying the platform?

58^%

of consumers

would switch brands for more personalized experiences.

(McKinsey, 2018)

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Provide tools to navigate a unified Mastercard ecosystem easily in a 1 stop shop
Offer personalized content based on consumer preferences, leading to simplified and more enjoyable decision making
Enhance personalization with humanized technology

The Approach

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Experiential Sensory Assets

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Voice Assistant

01

An easier way

to communicate

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There’s a huge demand for

voice assistants

01. Voice Assistant

Roughly 8 billion people will use voice assistants by 2023

(Source: Statista)

use voice search on mobile

(Source: WordStream)

used voice-enable assistants at least once per month in 2019

(Source: WordStream)

8B

39.3^%

Millennials

^$40B

Industry

Voice search for shopping needs will turn into a $40 billion industry by 2022

(Source: Mobile Marketer)

25^%

of 16-24 yr olds

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01. | Voice Assistant

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Mobile App

02

A one stop shop

for delivering

multisensory

experiences

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Drives ‘Awareness’

Delivers ‘Sensory Experiences’

Improves ‘Engagement’

Generates ‘Loyalty’

02. Mobile App

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“hey, Melanie, find me a cooking class”

02. | Mobile App

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Wearable Device

03

Making things

easier for you

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Earning $75,000 or more a year regularly wear a Smartwatch

Extending the Mobile Application

The Smartwatch market is expected to grow at from 2020 to 2025

Which Smartwatch manufacturer should Mastercard partner with?

03. Wearable Device

(Mordor Intelligenence, 2019)

(Pew Research Center, 2020)

14.5%

31%

CAGR

of U.S households

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Garmin: The Strategic Partnership

Competitive Landscape

Apple Inc.
Samsung
Garmin
Fitbit Inc.
Fossil Group

‘We make products that are engineered on the inside for life on the outside. We do this so our customers can make the most of the time they spend pursuing their passions.’

Garmin Pay

03. Wearable Device

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03. | Wearable Device

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Audio & Video Content

04

Media tailored

for you

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Tailored to ‘Priceless Experiences’

watch product review videos to help with purchasing decisions

Better informs customers

Reinforces emotional connection with customers

Inspires customers to act

04. Audio and Visual Content

(Pew Research Center, 2016)

55%

of U.S adults

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04. | Audio & Video Content

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The Voice of Mastercard

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“hey, melanie, who coined the decency quotient?”

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“hey, melanie, what’s mastercard?”

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“hey, melanie, what’s the definition of ‘priceless’?”