MasterCard takes online payment battle to PayPal with launch of MasterPass campaign
MasterCard is taking the online payment battle to PayPal with the launch of a major campaign aimed at pushing its MasterPass product and demystifying a “functional category”.
Three 30-second TV ads have been created by McCann, to be supported by 15-second executions, with the aim of “bringing a human element to the process of online payments”.
https://www.youtube.com/watch?v=lj5dcKWA8pY
“Until now, e-commerce payment tools have been pushed to consumers as something with functional but impersonal benefits,” a MasterCard spokesman said. “Working with McCann, MasterCard has approached the MasterPass campaign with a focus on the emotional connection that people have to technology and the way it interacts with their lives.”
Under the strapline of “Fearlessly Shop the World”, the campaign will also include extensive digital advertising and target “savvy online shoppers”.
Steve Jones
