This week, Mastercard’s long-running “Priceless” campaign turns 25 years old. Over the years, “Priceless” has become more than an advertising tagline for the brand but an overall marketing ethos. Digiday caught up with Mastercard chief marketing and communications officer Raja Rajamannar to hear about how the brand is focusing on experiences over traditional advertising, managing the current economic uncertainty and thinking about the metaverse. This conversation has been edited and condensed for clarity.
It was not being fully exploited because it was only being used for advertising. [We knew] it had the potential to become a full-fledged marketing platform. That was when we [transitioned it from being an] advertising-led platform to become an experience-led platform, which means that we are not observing and celebrating Priceless moments, but we are enabling and curating Priceless experiences for our customers and consumers.