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Customer Marketing Initiatives
MasterCard is focused on enhancing the value of its brand for its customers. This means illustrating the strength of the MasterCard name to those issuing payment cards—financial institutions.
Marketing Goal:
MasterCard’s Little Piece of Plastic campaign serves to differentiate us from the competition,
to educate existing and potential business partners about our holistic corporate story and to
challenge perceptions of us as just a credit card company. The campaign emphasizes the notion
that MasterCard payment cards are not “just a piece of plastic that lives in your wallet.” A
MasterCard card represents a global network at the heart of commerce.
Target Audience:
Business leaders, financial institutions and merchants around the world
Active:
September 2006–Ongoing
Choose an Ad
The Heart of Commerce
Also of Interest
First Data Payment Gateway Connects Buyers, Suppliers and Their Banks
Read about MasterCard Worldwide’s addition of 3.5 million merchant locations.