MasterCard: Launches New Priceless Campaign
Can your commercial do this? Probably not: In a presentation at the Association of National Advertiser’s Masters of Marketing event, MasterCard’s CMO Alfredo Gangotena showed off the very first version of the Priceless campaign, now 15 years old, which still managed to get a big round of applause from conference attendees. That campaign is still running in more than 110 countries and in 53 languages, and has so thoroughly infiltrated the lexicon of pop culture that it’s been borrowed by everyone from David Letterman and Tina Fey to Bart Simpson and James Carville.
So, how did he not screw it up, and resist the urge to change the campaign? “It’s actually everything I did wrong at P&G,” he admits. “It’s those people who had the guts to stay truthful to what a brand means that are to be commended,” he says. And to those who keep searching for new campaigns, continually changing up their brand positioning? “Go back to what the consumer is telling you.”
He says the company, which sees cash as its main competitor, is now expanding its new version of Priceless, called “Priceless Cities,” which focuses on the connection between people and their cities. (It launched with Priceless New York, an effort using seats from Yankee stadium, Facebook Places and other social media to generate millions of unpaid impressions.) Next up: Priceless Rio.
Recent Marketing Daily Articles
-
Champs Taps Westbrook For Ad Push May 17, 4:52 p.m.
When it comes to a spokesperson deal, if you’re a star athlete you don’t necessarily have ... -
Strategic Vision: Domestics Strong Showing In Quality May 17, 4:47 p.m.
For several years there has been convergence in the automotive market. No, we're not speaking of ... -
Athenos Unleashes 'Cooking With Yiayia' Campaign May 17, 9:48 a.m.
Julia Child she isn’t, but Yiayia brings her own, trademark irascible appeal to a new series ... -
Gen Y's Favorites: JCPenney, Target, Walmart, Kohl's May 17, 9:07 a.m.
For all of Gen Y’s ballyhooed love of techno-shopping, it turns out that retailers have little ... -
Hanes Aims Destruction Videos At Gen Y May 16, 11:25 p.m.
In an effort to encourage Millennial men to slip into its new ComfortBlend socks, tee shirts ... -
FirstBank Expands Ad Campaign May 16, 11:11 p.m.
FirstBank is extending its TV advertising for the first time outside of its home state of ... -
Jennie-O Partners With 'Recipe Rehab' May 16, 1:07 p.m.
Jennie-O products are being featured in integrations in the popular “Recipe Rehab” show, and in a ... -
2 Audiences, 2 Approaches For Samsung Monitors May 16, 12:27 p.m.
When we get consumers to shell out money for high-end computer monitors, it’s important to give ... -
Meaty: Whole Foods, Smithfield Talk Healthier Hogs May 16, 6:24 a.m.
Looks like meat marketing is stepping center stage. Whole Foods Markets, in celebration of Animal Welfare ... -
Hyundai Says Everything's Gonna Be All Right May 15, 11:40 p.m.
Every little thing gonna be all right. Especially if you have car trouble. Hyundai Motor America ...
Be the first to comment on "MasterCard: Launches New Priceless Campaign"
Leave a Comment