Mastercard: Protection No Matter The Impact (D&AD Shift)

The Finance Marketing Landscape

In 2024 at the Mumbrella Finance Marketing Summit, I came across a shocking discovery. Australia currently holds the worst financial literacy in the Western world with 1/4 of Australians falling into the category of ‘poor financial literacy’.

With over 73% of Australians visiting ChatGPT for their financial advice and the rising trend of ‘financial horoscopes’ it’s clear that there’s lots for us to learn.

This leaves Mastercard with a huge opportunity to increase its thought leadership in the financial literacy landscape by making these difficult and often uncomfortable conversations more light-hearted and accessible. Mastercard can utilise talent that bridges the gap in our understanding by explaining these incredibly complex topics simply and through utilising comedy.

MasterCard.

Most people see Mastercard as a credit card company, even though they don't issue a single card.

The Background.

They're a payments technology company, ensuring payments are safe and secure. However, It's hard for Mastercard to connect with people when they don't seem to do anything tangible.

The Challenge.

Educate customers on the importance and benefits of Mastercard's payment security, to make people always put Mastercard “front of wallet”.

Understood:

People know the importance of financial security. However, Mastercard security is difficult to visualise or connect to.

Defined:

Mastercard must humanise its invisible technologies to a concentrated target audience, in a culturally connected, fun and memorable way.

Idea:

To drive conversation around Mastercard’s security through its ubiquitous presence within the program and in the real-life world, through an unavoidable PR stunt and utilising Felicity Ward as a brand ambassador.

Execution:

To depict Mastercard's security through motifs that appear in the plot of a high-profile TV show. The PR stunt will follow the finale of ‘The Office’ TV show and will reflect the plot of the show, to create earnt PR for the show’s fans.

Felicity Ward ( the lead actress in ‘The Australian Office’ and world-class comedian) will integrate comedy and authenticity and partner with Mastercard to create educational content that resonates with the Australian public and feels authentic and light-hearted.

Team: Alice Linn, Cameron Kapadia, Seded Altansuhk, Sarah Melamed