Hey friend – Rob here.

My journey into the Cannes Lions Creative Effectiveness archives continues.

In this piece: Mastercard.

This one got Silver.

And it's a good one if you're working on doing inclusion the right way.

Not because you're talking about it, but because you're doing something about it.

(And then talking about that!)

Get your timer on, as this should only take 5 minutes.

... go!

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How Mastercard became an engine of inclusion

😨 Problem

Mastercard knew 1.4 billion people are excluded from the financial system all over the world.

This leads to discrimination and barriers for marginalised communities.

For example:

• Transgender and non-binary people are forced to use birth names on credit cards
• Credit card designs are impossible to distinguish by touch if you're partially-sighted
• Credit card management systems simply do not work for people with dementia
• Ukrainian refugees have zero guidance if they're rebuilding life in a new country

Tricky, tricky.

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🤔 Solution

No, it's not an ad campaign to "raise awareness".

They got to work in changing the product, an often overlooked tactic at marketers' disposal.

First up, they developed True Name.

This was a credit card that allowed transgender and non-binary people to use their chosen names.

You can read about it here.

Then, they created Touch Card.

A credit card design with notches, so partially-sighted people could know which card they were using.

Here's a good overview of the case.

Next up, they looked at how credit card management systems (don't) work for people with dementia.

So they partnered with Sibstar and Alzheimer’s Society to find a way to fix this.

The result was an app and card that allowed caregivers to manage spending for dementia patients.

You can read about it here.

There was still the problem of helping Ukrainian refugees settle in a new country.

So they created Where to Settle.

It's an app that uses to help Ukrainian refugees settle in Poland, based on available data on living costs.

You can read about it here.

All of these were supported by comms campaigns, but let's be real: what stands out is what the products are.

A classic case of relative differentiation, assuming they will continue to build on this for years to come.

Be famous and helpful to specific segments, instead of just trying to be somewhat known among the crowd.

​Niche fame, y'all!

This how you win in the modern world of fragmented media.

So, how did it work?

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🤩 Results

Campaign

• True Name: 3 billion earned media impressions
• Touch Card: 112 million impressions across media
• Where To Settle: 242k unique users

Brand

• True Name: 3,000% positive brand sentiment
• Where To Settle: NPS of 44 (Polish users) and 55 (Ukrainian users), vs industry average of 18
• Mastercard: 56% growth in brand value since 2018
• Mastercard: 45pp advantage on being seen as a "visionary" brand vs Visa

Business

• True Name: 900 million can use it in 32 countries (securing distribution is an effect!)
• Touch Card: 200 million can use it in 10 countries
• Where To Settle: Estimated to have benefited 20% of Ukrainian refugees in Poland
• Mastercard: 67% increase in revenue since 2018

And this is how Mastercard spent years moving from an engine of consumption to an engine of inclusion.

Well done to everyone involved!

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That's all for now.

Don't forget to join our private group.

Appreciate your attention,

Rob

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Rob Estreitinho Founder of Salmon Labs Here’s how else we can help you: 📱 Join our private community​ 💌 Read our newsletter archive​ 🛠️ Let's work together​

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