Refreshing A Campaign That’s “Priceless”

 Whitney Mortimer

Let’s say you have an incredibly successful ad campaign that has been running for a number of years. To keep it fresh, however, you have to embrace a world you’re unfamiliar with (digital advertising) and evolve with your customer. In addition, your branding campaign has become iconic, meaning not only is it talked about but it is widely recognized by a large, loyal and committed audience that continues to spread the word about your brand among friends and associates. That’s what the new Chief Marketing Officer (CMO) of MasterCard faced with the well-known “Priceless” campaign.

The question?  How do you take your campaign to the next level when it’s doing so well?

There’s the fear that the refresh will miss the mark and you’ll lose audience share. The key to a successful refresh is being true to your brand. Never forget who you are, what you are and where you are in the marketplace. A brand is no different than a person. It has an image, a brand personality and certain properties or traits that make it unique. Never lose sight of that.

So what did MasterCard do? The refresh began with “Priceless Cities,” a campaign aimed at affluent customers in select cities, allowing them to use their card to purchase “Priceless Experiences.” That was followed by “Priceless Surprises,” which went beyond traditional advertising to include experiential efforts, as well as efforts on digital and social media. They also linked up with Mashable, a leading global media company that inspires and entertains the digital generation. Mashable  developed a “Priceless Surprises” vending machine that gave out prepaid debit cards and other prizes. And the MasterCard evolution continues.

Could your current brand use some refreshing? Maybe your logo or brand messaging need updating? Do your brand colors seem outdated? You and your team should make an honest assessment of your brand every four to five years. Record your findings and decide whether or not it’s time to take your brand to a whole new level.