MasterCard debuts jeans campaign
The “MasterCard 2009 Break in Your Jeans” campaign is running in July and August — during the busy back-to-school shopping season. It is designed to reach people buying jeans and encourage them to use their MasterCard for payment. The marketing program includes TV, print, online, mobile, out-of-home and radio.
“We are trying to reach mass consumers, skewing more towards female, who are already making purchases for the back-to-school period and get them to use their MasterCard for these purchases,” said Chris Jogis, SVP of consumer marketing at MasterCard Worldwide.
A TV commercial produced by McCann Erickson New York features scenes of pop icons wearing jeans including Marlon Brando, The Ramones and Marilyn Monroe. The commercial shows classic scenes of these icons in their jeans and a voiceover that questions whether they might look better in different styles, such as pleated slacks, capri pants or khaki shorts. The voiceover concludes with “The perfect pair of jeans: Priceless.” This is consistent with the credit card marketer's overall brand messaging around priceless experiences.
“We've had the priceless messaging for many years, and it has always been about what matters most to consumers,” Jogis said. “Jeans are the ultimate genuine self expression tool and we wanted to use that to be symbolic and consistent with what the Priceless program is all about.”
The campaign includes a promotional element in which cardholders who buy jeans during July and August are automatically entered to win a pair of jeans and a “priceless escape:” a trip of their choice. Nine grand prizes will be awarded, one per week of the promotion.
The promotion is also being promoted out-of-home with a text call to action. Billboards will encourage consumers to enter the contest by texting keyword “WIN” to “77257.” Consumers can also enter once daily at www.priceless.com/jeans, a landing page designed by MRM Worldwide specifically for the promotion.
“Wherever we create a marketing program, we use integrated channels to reach consumers at multiple touch points,” Jogis said.