In October 2015 MasterCard formally launched ‘Priceless Thailand’ in Thailand and targeted Father’s Day, which is also the King’s birthday, as the first event in the Thai cultural calendar to actively promote the brand.

Priceless Thailand is part of MasterCard’s ‘Priceless Cities’ global brand, offering exclusive experiences in over 70 countries to MasterCard’s customers, such as fine dining and luxury resorts. The Priceless Cities that make up Priceless Thailand are Bangkok, Chiang Mai and Phuket.

This first Priceless Thailand promotion was to be marketed via an online campaign, with the main objectives being to:

• Develop a compelling reason to use MasterCard in Thailand

• Showcase and drive awareness of the Priceless Thailand brand and associated experiences

• Connect Thai consumers to Priceless possibilities

• To drive card usage during the Father’s Day/King’s Birthday long weekend.

This would be achieved by first building an emotional connection between consumers and MasterCard, before targeting them with relevant Priceless Thailand offers.

he campaign was run over a two week period, launching a week before the long Father’s Day weekend (alongside the King’s birthday celebrations) and was promoted on MasterCard Thailand’s Facebook page, using paid media, optimised to reach the target demographic,

The sequence of online campaign activity was a series of posts, boosted with optimised paid media:

• Father’s Day video posted to MasterCard’s timeline

• 5 x individual, relevant Priceless Thailand merchant offer posts, all activated at the same time (as dark posts, not appearing on the timeline), with a call-to-action that linked to the associated offer on the Priceless Cities website.

The emotional connection established via the online video would present the target audience with a reason to engage with the subsequently promoted offers, which were chosen as suitable for a family gathering/celebration, e.g. 20% of a restaurant bill, or an extra night free at a luxury getaway resort.