The TG ( Target Audience )
The project targets young adults between the ages of 18 and 24.
McCann Erickson Japan based the campaign on three facts about the youth market. First, the mobile penetration rate between the ages 10 and 20 is as much as 90.5 per cent. Secondly, there is an enthusiasm to share information and a usage of social media. Finally, youth nowadays likes to make decisions and be in control of their way of live.
‘PricelessMaker’ via PricelessMaker Project will become available through mobile this week whereafter the website will activate on 16 July. Young people are asked to record their daily spending and create their own definition of ‘priceless’. For every purchase, a photo is uploaded and ultimately turned into a personal ‘priceless’ video.
Participants can also share their own purchase list and look at others via social media platforms including Twitter. They can monitor and get a clear picture of their own habits through charts and a calculator within the application.
In addition to engaging consumers with the brand, MasterCard hopes to learn more about the spending habits of the youth segment through ‘PricelessMaker’.
The project has plans to partner with selected merchants and local blogs like Ameba.
Client MasterCard Worldwide Japan Office
Creative agency McCann Erickson Japan
Creative director Isamu Nakamura
Art director Shiko Murai
Copywriters Isamu Nakamura, Sayaka Ota
Agency producer Yuta Negishi
Production companies TYO Inc, ID Division
Exposure Online, digita