As a payments industry leader, Mastercard is making transactions faster, easier, more convenient and more secure. 50,000feet is tasked with developing the strategic and creative approach for marketing new payments products and services across the portfolio. Through a mix of print, interactive and video, we are positioning Mastercard payments solutions that make life easier for consumers, merchants, business partners and governments in markets around the world.
To tell the story of how Masterpass enriches daily experiences, 50,000feet created a compelling, relatable video to showcase the features and benefits of the technology solution. Designed to raise Masterpass awareness among consumer and business audiences, the video highlights the seamless transactions Masterpass enables—click, touch or tap—and the layers of protection against fraud and misuse.
Mastercard needed to ensure that issuers were able to position and promote Masterpass to their account holders. A Masterpass Issuer Marketing Playbook was co-created by 50,000feet so issuers could better understand the marketing landscape. The Playbook provided issuers with education, motivation and relevant, targeted messaging ideas for their consumers.
The Mastercard Global Diversity and Inclusion group enlisted 50,000feet to redesign their department identity. It was important that it remained recognizable and true to its heritage of representing diversity, movement, technology and innovation. New BRG graphics were needed to comply with the new brand standards and complement the butterfly visual.
Mastercard acquired an enterprise-wide license for AEM with the goal of merging all existing websites with it. Mastercard asked 50,000feet to execute an online course via the Training Guide and Content Publishing Guide using the CrossKnowledge platform. This digital approach offers employee training to author content and upload images without requiring in-person sessions.
50,000feet developed two animated videos to assist in the launch of a small business initiative to optimize sales and revenue opportunities with issuers. The internal and external videos generated awareness about small business opportunities, created excitement and initiated momentum.
50,000feet assisted in the creation of a solution that not only defined a suite of foundational B2B sales materials, it consistently aligned to a standardized story arc. This streamlined process enabled the sales team to be 10-minute conversant on products.
Whether an insurance company sending payments to a claimant or an online marketplace routing proceeds from a sale to a seller, businesses can use Mastercard Send to get funds to customers within seconds on their existing debit card—no enrollment necessary. As part of the US launch of this product, we developed both digital advertising and consumer-facing messaging for issuers.
50,000feet was tasked with creating a :90 video for Quick Card Pay by Allstate—a Mastercard-powered payment option that allows adjusters to send insurance claims payouts to any policyholder’s debit card in just seconds. Featuring testimonials and live-action reenactments of the claims process, the video targeted consumers across several digital channels.
Mastercard developed a strategy to ensure future BIN supply. Mastercard enlisted 50,000feet to partner in the strategic process and create focused messaging. Resulting internal and external communications included a naming project, a playbook, leave-behinds, email communications and testing materials.
50,000feet supported Mastercard U.S. Marketing team’s efforts to communicate new product line strategy for Mastercard World® and Mastercard World Elite® products among affluent audiences with enhanced benefits offerings. Issuers also needed guidance in their consumer marketing and communications efforts. 50,000feet created a new positioning from updated research and supported it with a multi-channeled creative messaging campaign.
Aimed at the top tier of affluent banking customers, World Elite offers cardholders the ultimate in service, travel and lifestyle benefits. We chose an interactive approach for sell-in, creating a B2B tablet and browser-based web application to market World Elite to issuers—all against a backdrop of some of the world’s most breathtaking destinations.
As the market for mobile payments grew, Mastercard sales teams needed to demonstrate the company’s capabilities to customers in both developed and developing markets. By designing an interactive tablet framework, we provided an easy-to-use app for locations without traditional LAN-based internet access.
Teams now have the ability to demonstrate the functionality of Mastercard’s full range of payment solutions; and because the framework we developed is extensible, digital communications can keep pace with the market.
Consumers’ experiences of interacting with their banks’ retail services is undergoing an increasingly rapid transformation—with many rarely (if ever) visiting a brick-and-mortar branch. Developed by 50,000feet, this guide educates issuers and makes the case for why Mastercard is the best partner for navigating this convergence of banking and technology.