MASTERCARD

MasterCard quickly evolved its successful “Priceless” campaign, launched in 1996, into a
“worldwide platform.” By 1998, the tagline, “The best things in life are free. For everything else,
there’s MasterCard” was in use in over 30 countries. Some ads’ premises were universal enough
to work as is, with only language translation, such as the “Zipper” ad, in which the priceless
moment is a man realizing his zipper is down before anyone else does. In other cases, a locally
relevant premise was used instead, with the same tagline.

“Every culture has those meaningful moments, which is why we’ve been able to globalize the
campaign,” stated a creative director for McCann Erickson, which developed the campaign.
Sponsorships for sports with international appeal, such as World Cup soccer and Formula 1
racing, also increased the campaign’s ability to connect with a worldwide audience. The
campaign was credited with lifting brand awareness in a number of nations, driving card sales,
and enabling MasterCard to take market share from Visa. Over 15 years later, the campaign is
still running strong.

Q) Mastercard took advantages of global marketing program what uniformity of

marketing practices does Mastercard showed? how it became a global blockbuster?