MasterCard Launches BTB Campaign
MasterCard Worldwide Sept. 25 announced a new business-to-business advertising campaign that will launch in business-to-business publications worldwide in October.
The campaign was created to support MasterCard's new corporate identity and tagline, "The Heart of Commerce." The company's new corporate positioning seeks to demonstrate MasterCard's globally integrated structure and strategic vision to advance commerce worldwide.
The campaign targets customers, acquirers, issuers and merchants. It currently consists of five ads that all have the same central theme: MasterCard is "a piece of plastic that lives in your wallet." Once that connection is established, the plastic stretches into illustrations of the strategic capabilities MasterCard Worldwide, Purchase, NY, offers and depicts how MasterCard makes commerce more advanced, secure, intelligent and valuable to cardholders, customers and merchants.
The campaign will launch in the U.S., U.K., Europe, Asia and Australia. MasterCard will continue to roll it out to additional markets in early 2007. In addition to BTB publications, during the initial launch the ads will also be published in publications with a broader based readership such as The Financial Times and The Wall Street Journal.
Creative for the campaign was handled by McCann Erickson New York.