As a payments industry leader, Mastercard is making transactions faster, convenient and more secure for everyone. Across 10 years and 500 projects, we partner with Mastercard to market their products and services and develop the strategic marketing tools that help them reach global scale. Across time, a wide variety of products and in every region of the world, we use a blend of interactive, video, print and experiential design to help position Mastercard as a brand dedicated to making life smarter, easier and more inclusive.
Mastercard, in partnership with Harvard Business Review, developed a new index designed to give business leaders a unique level of insight into coming trends in innovation based on a balance of industry leader and consumer perspectives. In support of this effort, Mastercard asked 50,000feet to develop the name, visual identity, messaging platform and activation ideas to take this exciting new business tool and intelligence platform to market.
The simple new wordmark features a custom ligature which serves as a focal point and symbolizes connectedness and transformation.
Custom wayfinding signage helped to pique curiosity and drive foot traffic to surprise in-office events and orientation days for Mastercard colleagues as part of the internal launch.
Mastercard makes smart connections possible to everyday moments in ways we’ve never seen or experienced before. To help raise awareness and create an inspirational view into the future, 50,000feet created a video highlighting how Mastercard keeps life moving seamlessly and continues to think of and lead what’s next in digital payment technology—as the more connected you are, the more free you should be.
The Mastercard Global Diversity and Inclusion team 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 Business Resource Group graphics were needed to comply with the new brand standards and complement the butterfly visual.
50,000feet was asked to develop two animated videos to assist in the launch of a small business initiative to optimize sales and revenue opportunities with issuers. Video was central to generating both internal and external awareness about small business opportunities, create excitement and initiate momentum.
Mastercard asked 50,000feet to help its subject matter experts become content publishers at global scale. To do this, we enabled and evolved its Training Guide and Content Publishing Guide into a simple and measurable series of online training modules using video, interactivity and current pedagogical techniques to anchor learning and make impactful change a more enjoyable experience.
Seamless digital payments are central to today’s payment ecosystem. Masterpass is a safe, simple and smart choice for digital payments with a consumer value proposition that is greater than the sum of its features and benefits. 50,000feet used video storytelling to go beyond features and functions to position Masterpass as the only digital platform that enabled all of the convenience of digital payment alternatives with greater security and without leaving the trusted confines of their existing bank relationships. It’s one more example of how Masterpass looks beyond the moment of payment to make commerce safer and more accessible for everyone.
Part of making the Masterpass rollout a success with consumers was to ensure card issuers also understood how to position the solution directly to their cardholders. The Masterpass Issuer Marketing Playbook was developed to help issuer’s marketing teams see through the complexity of the digital marketing landscape to find a positioning and approach that worked best for them. The Playbook provided issuers with education, motivation, channel planning and relevant, targeted messaging ideas for their consumers.
To help Mastercard achieve its vision of better B2B marketing and sales integration, 50,000feet worked with Mastercard’s Global and Regional teams to develop a better standard for buyer enablement and developed the methods and tools to help product, marketing and sales colleagues across the enterprise to apply them to their own unique product propositions across regions, buyers audiences and at scale.
The strategy and the final tools strike the balance between global consistency with regional flexibility, structured message development and creative range in B2B and product marketing.
Mastercard makes marketing expertise a differentiating value add to their customers. It’s investment in consumer insights, messaging models and marketing best practices are transformed and extended from internal sales intelligence to valuable tools that help their customers succeed with their consumers. That’s partnership. 50,000feet worked with Mastercard to strike the right balance of structured and consistent communication of marketing insights and best practices with the creative and product domain flexibility that makes it possible for these valuables tools to remain both easy to use and scalable.
Sometimes, it’s not strategy, but just a better marketing and promotion toolset that customers need. To support the rapid deployment of promotions without sacrificing creative freedom or impact, 50,000feet worked with Mastercard to blend turnkey simplicity with serious usability and direct marketing insights to help customers convert strategic messaging and image assets into truly effective promotions, fast.
The global success of digital payments was beginning to deplete the available card numbers in the world. Mastercard was early to recognize and quick to act to keep the world’s global payment system healthy. Mastercard enlisted 50,000feet to partner in the strategic process and create focused messaging that engaged their own employees, issuers, merchants and device manufacturers in a way that was fun, educational and rapidly effective.
The Business Transformation Team needed a value narrative to help establish the team’s brand within Mastercard in a way that is credible, coherent and compelling to both colleagues and customers. Through collaborative team ideation and brand strategy, 50,000feet helped to lay the foundation of a common language and unifying vision which informed the development of positioning and key messages. With a focus on internal audiences, an infographic illustrated how the team makes doing business with Mastercard easier and creates a single source of truth.
50,000feet was tasked with helping Mastercard and Allstate launch the Quick Card Pay by Allstate—a Mastercard-powered payment option. It’s innovative approach to simplifying the lives of adjusters and dramatically improving convenience and experience for policy-holders was so simple, that video story-telling was the natural fit for conveying the solution’s intelligence and simplicity. Featuring testimonials and live-action reenactments of the claims process, the video targeted consumers across digital channels to drive rapid adoption, lowering costs and delighting policy-holders.
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. Mastercard was looking for something better than a presentation, more scalable than a demo and easier to update than a video. Another challenge: The solution had to be digital, require no special software and work without an internet connection. The pioneering blend of presentation, demo and moving image was lightweight, repeatable and enabled both more engaging and conversational direct sales presentation and self-guided exploration for customers—anywhere, anytime, across devices.
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.