Piece #1

  • #OneMoreDay - Case Video
  • Piece #2

  • #OneMoreDay - Business Impact Graph


Piece #1 - #OneMoreDay - Case Video


Company:
McCann XBC
Award:
AME Gold Medallion
Brand:
MasterCard
Title:
#OneMoreDay
Country:
USA
Competition:
use of discipline
Category:
integrated (mixed media)

Talent Credits

  1. Joyce King Thomas - Chief Creative Officer
  2. Pete Jones - Executive Creative Director
  3. Susan Young - Group Creative Director / Copywriter
  4. Daniela Vojta - Group Creative Director / Art Director
  5. Cindi Blondell - Senior Producer
  6. Michael Ladman - Music Producer
  7. Maria Parodi - Strategy Director
  8. Kelly Kernaghan - Account Director
  9. Gerard DePersio - Group Account Director
  10. Tenyanna Smalls-McEachin - Octagon, Group Director
  11. Melissa Mallinson - Team Digital, Account Director
  12. Jesse Lunenfeld - Account Director
  13. JR Badian - MasterCard, VP Digital Marketing and Social Media
  14. Maripi Jalandoni - MasterCard, Regional Lead
  15. Seema Chibber - MasterCard, Vice President, Media Strategy & Partnerships
  16. Anne Valentzas - MasterCard, Senior Business Leader, Integrated Products & Services
  17. Cheryl Guerin - MasterCard, EVP, Group Executive Global Products & Solutions, US Markets
  18. Joyce King Thomas - Chief Creative Officer
  19. Pete Jones - Executive Creative Director
  20. Susan Young - Group Creative Director / Copywriter
  21. Daniela Vojta - Group Creative Director / Art Director
  22. Cindi Blondell - Senior Producer
  23. Michael Ladman - Music Producer
  24. Maria Parodi - Strategy Director
  25. Kelly Kernaghan - Account Director
  26. Gerard DePersio - Group Account Director
  27. Tenyanna Smalls-McEachin - Octagon, Group Director
  28. Melissa Mallinson - Team Digital, Account Director
  29. Jesse Lunenfeld - Account Director

Campaign Summary

The travel category was growing, but MasterCard’s share of it was decreasing. The travel category represents a huge portion of MasterCard’s revenue. We needed something bigger than travel. #OneMoreDay came from a big observation: that people are feeling immense pressure to work non-stop. We believe that experiences matter more than things, so we stood up to an obsessive work culture, encouraging people to take #OneMoreDay and make it priceless with MasterCard. Brand metrics surged, and travel-related MasterCard transactions exceeded category growth by 5.77%(1, 2). (1) Source: U.S. Travel Association's Travel Forecast Summary. Based on U.S. Travel Association's Travel Forecast Model, BLS, Department of Labor; OTTI, BEA, Department of Commerce, Tourism Economics. Last updated 07/20/15 https://goo.gl/HKQyAt (2) Source: Evalueserve. MasterCard Brand Tracking FY2014 for Affluent Leisure Travelers. Q4 2015 data.



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