MasterCard Launches New Campaign Targeting US Hispanics

Integrated marketing campaign includes new Priceless advertising and a re-launch of mastercardenespanol.com

This month, MasterCard Worldwide launched an integrated Hispanic marketing campaign featuring a 30-second ‘Priceless’ television execution entitled, "Luchador.” Additionally, the brand re-launched mastercardenespanol.com, its Spanish language U.S. consumer website.

“Luchador” follows a Hispanic wrestler, leveraging the Mexican tradition of Lucha Libre wrestling, as he utilizes his credit and debit MasterCard cards to pay for beauty services that keep the retro icon’s style current. “Luchador” hit the airwaves across the country on Hispanic television in 11 key U.S. markets where there is the highest concentration of Hispanic consumers: Los Angeles, New York, Miami, Houston, Chicago, Dallas, San Antonio, Phoenix, San Francisco, Harlingen, Tex., and Sacramento. The brand will also make use of radio and on-line advertising to extend the campaign across relevant channels.

Additionally, MasterCard revamped its website mastercardenespanol.com, improving its functionality and content to better appeal to Hispanic consumers. The new site offers a more culturally-relevant online financial destination for U.S. Hispanics and provides information on MasterCard products and services. The site features information on why MasterCard is a better way to pay than cash; tips on building credit history and managing finances; as well as video content from media partner Univision.

“Hispanics comprise the fastest growing population in the U.S. and as a brand it is important for us to develop a genuine connection with them,” said Chris Jogis, Vice President, US Brand Development, MasterCard Worldwide. “According to MasterCard research, 75 percent of Hispanics say that cash is their preferred method of payment. We would like to provide Hispanics with information on the benefits of credit and debit MasterCard for their everyday purchases, from convenience and earning rewards to building credit scores and record keeping.”

In addition to the advertising, MasterCard will also be involved in a series of grassroots events which are in currently in development in several key cities.

“Luchador” consists of the following sequence of events:

The television spot opens with our “Luchador,” guarded on each side by members of his entourage, ready for a haircut at a trendy salon.

Voice over: Modern new cut: $40 on your MasterCard card.

He moves to a massage chair and is ready for a pedicure

Voice over: Manicure and pedicure, quite popular these days: $55

Different parts of his body are then prepared for a body wax.

Voice over: Full body wax, the latest national trend: $95

He admires his “new look” in the mirror and leaves the salon flanked by his two supporters. However, in true Lucha Libre fashion, neither his new haircut nor his new look can be seen as Luchadors never reveal their face in public.

Voice over: Getting hip to the times: priceless

Creative for the MasterCard "Priceless" campaign is driven by McCann Erickson/New York: Joyce King Thomas, EVP, Chief Creative Officer; Tim Dillingham, SVP, Creative Director; Mark Gonzalez, Creative Director; Greg Lotus, SVP, Executive Producer.