2017 Winners & Shortlists

PRICELESS BENEFITS

Client/BrandMASTERCARD
Product/ServiceWORLD AND WORLD ELITE
EntrantDIGITASLBi Dubai, UNITED ARAB EMIRATES
Type of EntryWeb Platform
CategoryWeb Service / App
Idea Creation DIGITASLBi Dubai, UNITED ARAB EMIRATES

The Campaign

In wallets and pockets the world over, an undiscovered fortune sits hidden in plain sight. Millions of Mastercards not used to their full potential. Filled with one-of-a-kind experiences and brimming with joy, leisure, delicacies, wonderand delight, just waiting to be discovered. We set out to tell the world exactly what their Mastercard was capable of and 'reveal' the benefits. With a single touch we revealed a world of travel benefits. We revealed lifestyle benefits at a moment's notice. Revealed to intrepid travelers how to get more from where they are going. Reveal to cuisine connoisseurs how to get in the know. And we revealed peace of mind, anytime it was needed. Thanks to our digital experience millions of Mastercard users could discover that their cards are packed with gems that they can truly treasure.

Creative Execution

The site is a seamless web service built as a responsive single page experience, which effortlessly reveals its many layers to the user. Unique in-house built APIs such as Offers and a Lounge locator encourage visitors to discover more and more. We’ve optimised the site and built it using cutting edge front-end technologies, which enable us to rapidly deploy new code and adapt to change quicker. Much like our customers. We have an automated build process that runs numerous test scripts with every release, this in turn helps us provide peace of mind when releasing new features by ensuring backward compatibility with existing site structure.

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Mastercard have different cards for different customers – from the high net worth individuals, to the people who love travel. We had to tailor the sites to the individual cardholders, using a customer-centric approach to create content that really matters to them. While the look and feel of each card website used the same design language, each card's unique page had to promote its own identity and exclusive offers, beginning with World Elite and its Concierge solution. The website also had to be simple enough so banks could, whenever necessary, plug it in within their own digital environment. A mix of premium assets and messaging flexibility was mandatory to the entire project.

Credits

Name Company Position
Simon Attwater DigitasLBi Executive Creative Director
Diego Homem DigitasLBi Lead UX
Sohail Malik DigitasLBi Senior Designer
Shwan Nazar DigitasLBi Senior Art Director
Katrina Petrenko DigitasLBi Senior Copywriter
Shafiq Adam DigitasLBi Service Delivery Manager
Rachel Mwakule DigitasLBi Designer
Merna Habib DigitasLBi Service Delivery
Adam Lee DigitasLBi Associate Creative Director
Links
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