In 2017, Mastercard needed to refresh the brand. Priceless has been a part of Mastercard for over 20 years, yet over time in Singapore, the power of Priceless has lost its potency. Mastercard was no longer synonymous with the possibility to spend quality time with the ones you loved. We needed something meaningful, based on the challenges that the market feel every day, to reinvigorate the brand and bring back the love.

Mastercard targeted the affluent traveller. They achieved their status through hard work and dedication, though one thing they struggle to master is balancing time with their loved ones, quality time. 

In this constantly connected world the line between work and play is continually blurred, making it nigh impossible to switch off. Evenings are ruined by overtime, weekends interrupted by con calls and when it comes to our precious weeks of annual leave, any email, text or notification breaks the moment. 

Mastercard decided to be the champion of savouring quality time. To embrace these precious occasions without distraction. Mastercard also gave them access to exclusive experiences allowing the traveller to deepen their connection. We challenged the consumer to consider their actions and ultimately make a decision: To Choose Priceless.

We created a series of executions that build on the tensions discovered in the insight. Each execution challenged the viewer about how they spend their time when travelling. The use of technology, work distractions or simply a regular experience. Each time offering and alternative, the Priceless opportunity.

Supported by specific Mastercard offers like Priceless cities, the Mastercard platform for exclusive curated experiences for Mastercard cardholders or specific card product benefits like Flight Delay Pass or Kids Dining Perks.

The choice was a no brainer; Choose Priceless

Then in Japan we took it even further.

We created the character of a wise old lady, dubbed the “oracle”, who nudged people into making what they know to be the right choice. We chose Japanese actress Kiki Kirin, sometimes referred to as ‘The Japanese Meryl Streep’. She is someone who is respected for having followed her own heart, even at the cost of courting controversy: for example, regarding her abusive rock singer husband (“In life, you need to have difficulties. For me, he’s a necessary weight on my life.”), her partial loss of eyesight (“Up until now, I’ve been seeing too many things anyway.”), and her decision not to receive chemotherapy for whole-body cancer.

On the one hand, we had a gentle figure, who could empathize with the tension people were feeling; on the other hand, we had someone who could quietly provoke an actual change of heart (and consumer behaviour).

With this simple and beautiful Choose Priceless oracle story at the center, we carefully selected media for specific purposes.