Rewarding card users

DESCRIPTION

In the run up to the European Championships in Austria and Switzerland Mastercard wanted to build a stronger connection between the finance brand and football.

It teamed up with Holland’s biggest football magazine Voetbal International to create a special offer for consumers who used their credit card.

The special 180-page supplement was offered in return for using MasterCard at five major national retail outlets including DIY specialists Karwei, hotel chain Golden Tulip, electronics chain Expert, travel firm D-reizen and bicycle and car accessories chain Halfords.

The supplement had exactly the same content as the paid-for edition available in other retailers but was branded with the MasterCard logo and contained 10 ads for the brand. MasterCard secured a print run of 10,000 copies of its edition. Consumers who paid with their credit card in the five outlets were given a voucher to get the free magazine from their local newsagent.

The activity was promoted at point of sale, and via a series of radio commercials promoting each of the five distribution points.

MasterCard transactions in the five retailers were up 12% year on year.

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