Mastercard India: #FulfilAPromise

Mastercard, the financial services company, let Indian consumers guide its strategy by identifying micro-moments in their decision-making journey.

Agency: Digital Arts Network Singapore

Campaign Strategy

  1. Background: Strategic Challenge
  2. Fuelled by their hyper-connectivity via mobile, consumers have never been this impatient before and actively find ways to avoid any interaction with brands. Exposed to thousands of marketing messages every day, consumers of the digital era have zero tolerance for irrelevance. Therefore, it is important for brands to ensure that every interaction they have with the consumer is meaningful.

    In order to for our communication to be meaningful, we needed to ensure that we are highly relevant in the lives of the consumer, delivering timely messages that answers to...

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