In China, MasterCard is limited to processing overseas transactions only, making the affluent traveller a vital part of its success. MasterCard’s core product, the Platinum Card,was facing furious competition in this market — brands were competing on offers and discounts to get attention, but our selective and sophisticated affluent travellers’ real expectations on a credit card weren’t really met by communication in such generic terms. The result was a sea of clutter that the consumer cared very little about.

So we selected the lead-up to Chinese New Year (one of the biggest travel periods for affluent travellers in China) to launch our campaign, right when people were starting to talk about their travel plans with their friends and families.

(visuals: Family AU trip footages - first-class plane ride, beach play, dining in first-class restaurant, birthday party in luxury hotel room, meeting Hugh Jackman and getting photo together)

Inspired by their story, we wanted to continue to encourage other affluent travellers to be their own family’s superhero and bring Priceless memories to their loved ones.

So once again, we put the consumer at the centre.

We created a video for their trip and turned it into a WeChat Moment Ad, continued to ask affluent travellers for their stories. Our WeChat Followers started to climb faster than we’d ever seen before, and stories were coming in droves.