MasterCard On Campus

Ryan Janoff | Corinne McWilliams | Lindsay Lowen | Austin Jurgens

http://www.youtube.com/watch?v=oGshh3B90HI

Define The Problem

Two Main Problems:

1) Spending habits of college students

2) Natural disposition towards Visa over MasterCard

Poor Spending Habits

• Month-to-Month balance: $1769.85

• Primary reason for use: Convenience

• No awareness of costs or prices

• No set budgets

Brand Equity Issue

• MasterCard commercials more memorable and recognizable

BUTPeople still prefer

Influential Factor

Family

Video Advertisement Campaign

What Have People Been Saying?

•YouTube•Break.com•Facebook

Great feedback so far…

What Have People Been Saying?

What Does MasterCard Say?

We emailed the YouTube link to MasterCard

And…

What Does MasterCard Say?

“Great job guys! But you used an old Logo (or Brand Mark as we call it)! You can download approved logos by going to www.mastercardbrandcenter.com”

- Renee Ask Brand Manager MasterCard Worldwide

A Minor Change

What Inspired The Video

How Would it Work

• Ryan Reynolds as the spokesperson• Financial advice

“Write That Down”• Drive viewers to website

For The Doubters of Van (Lindsay)

Top 20 All-time box office gross of college comedy films

Top 10 All-time box office gross National Lampoons films

For The Doubters of Van (Lindsay)

• Blogs are lovin’ Van Wilder- # 3 College comedy movies all-time

Ranked among all-time favorite college films

MasterCardOnCampus.com

MasterCardOnCampus.Com

Unique domain for college students

• Financial Tools & Advice

• Fun & Interactive Contests

• Competitions among Universities

• Card-Customization

TabsHome

Log-In

Choose Your Card Rewards & Services Tools Credit 101 Parents

FAQSWrite That Down

“Write That Down” Tools

Available as Mobile Applications

Social Media Networking

Social Media Networking

Social Media Networking

Live On Campus

Fall Season

• Welcome week activities

• On campus giveaways

• Football game promotions

Football Game Promotions

• Selective schools that provide major exposure– Alabama, Texas, USC, Florida, Oregon

• JumboTron advertisments

• T-Shirt giveaways

Conclusion

Solving The Problem

• Credit card debt among college students is a substantial issue on all campuses

• MasterCard has an obligation to help

We can make a difference

Help Consumers Help Our Brand

Write That Down

Outtakes