MasterCard Providers Campaigns
OVERVIEW: These are a few of the campaigns I created for Mastercard’s Providers card. The card gives people a single, simple way to manage multiple government benefits. The challenge was to take a complex, often confusing benefits story and express it in clear, confidence-building visuals and copy across key channels.
Campaign Concepting, Copywriting
Campaign Concept — This Card Provides
This campaign presesnts the service as a practical solution and an emotional solution since it makes understanding government benefits easier and offers additional support. It also provides the user with the feeling of more agency over their finances, which is a common struggle in this demographic.
Campaign Concept — Here’s a Spot
Hot air balloons that mimic the SpotHero pins float above the Bay Area to signify that SpotHero has parking spots virtually everywhere.
This also helps get around San Francisco’stough advertising regulations that disallow billboards.
Campaign Concept — Welcome to Car Owenership
This campaign targets new car owners at the dealership. SpotHero could establish relationships with high-end dealerships in the Bay Area to sign customers up at the Point-of-Purchase. This reaches customers when they are most excited about their cars and motivated to protect their investment by signing up for secure, reserved parking.
A welcome packet would include a brochure and an umbrella, essential for the Bay Area's micro-climates, and an eco-friendly canvas tote perfect for carrying the paperwork generated when buying a car and the SpotHero umbrella. The reusable tote fits with the socially conscious identity of the residents who could use the totes again and again.
Campaign Concept — Everybody Hurts
The app’s users are, by definition, not having the best time in their lives. For whatever reason, they are having to turn to the government for financial help. This can be a demoralizing situation.
Providers is commited to treating all their users with respect and dignity. This campaign lets users know they are not alone and they can bounce back with a little help.