‘My Brazil Is Priceless’ from MasterCard

MasterCard has just announced the new actions in the campaign ‘My Brazil is Priceless’, which will invite consumers to experience the country by sharing unique experiences and offering tangible benefits. In this phase of the campaign, the card issuer is going to launch the ‘My Brazil is Priceless Guide’, which will count on the participation of Brazilians and compile their experiences published on social networks.

 

With the objective of inspiring pride for living in Brazil, the campaign will be based on engagement movements in subjects in which Brazilians stand out: music, culinary, fashion, culture, entertainment and sports. According to Rogério Bonfiglioli, Vice President of Marketing for MasterCard Brazil and the Southern Cone: “We have a very close relationship with Brazil, and our projects have always shown appreciation for the country, like the ‘MasterCard Traveller’ campaign, in 2007.  Brazil is now experiencing a unique and special time, and we believe that the Brazilians themselves are responsible for this, because they are hardworking, happy to share and know how to stay optimistic.”

 

In order to lead these movements, MasterCard invited experts in Brazilian culture with the mission of engaging consumers and deeply exploring the four corners of the country. The first step was the cultural photographic contest on Facebook, in which consumers shared their priceless images and special moments. With curatorship by Brazilian photographer Miro, the winning pictures will make up the ‘My Brazil is Priceless’ book.

 

In the culinary movement, users will use the social network to share typical Brazilian dishes, which will then be chosen by Chef Rodrigo Oliveira, who specializes in Brazilian cuisine, to make up the ‘Brazilian Foods’ book. Creating a song that celebrates Brazil will be the theme for yet another cultural contest on the social network, in which a famous singer will be invited to choose the most inspiring user contribution to compose a song. The expert guests will also participate in a chat with TV host Didi Wagner about their work and how it relates to Brazil; the show will be broadcast on social networks and cable TV. 

 

These and other experiences will be gathered in the ‘My Brazil is Priceless Guide’, a digital platform on which consumers will collaborate with recommendations for services, experiences, restaurants, entertainment, travel and more, including comments on why they feel these experiences were memorable. In addition, the content will be available online, where social networks (Facebook, Twitter, FourSquare and Instagram) will be the channels for consumer participation, through the hash tag #naotempreco. 

 

“In creating these movements and guide, we were inspired by the joyfulness and desire to share that are typical of Brazilians, which is what allows consumers to exchange priceless experiences with each other,” states Cristina Paslar, MasterCard Brazil Consumer Marketing Director.

 

 

MasterCard Experiencing ‘Brazil is Priceless’ Promotion

 

And to reinforce the MasterCard proposal of offering tangible benefits to consumers, the campaign encouraging the use of the debit card - on-going since 2010 - will be broadened this year to include credit cards and business cards.  Entitled ‘Experiencing Brazil is Priceless’, the promotion will include a drawing of five trips on a MasterCard chartered flight for the winner and three guests to visit three Brazilian destinations (Rio de Janeiro/RJ, Salvador/BA e Pantanal/MT) and enjoy the R$ 100,000 prize. Additionally, the campaign will also have weekly raffles of prepaid cards worth R$ 5,000 each. Consumers registered in Surpreenda will also take part in an extra drawing for a trip and R$ 100,000.

 

The promotion will be launched on September 16 and will be open for participation by consumers through February 23, 2013.

 

Videos and campaign pieces created by WMcCann will be broadcast nationally, such as the video “Babies”, which was launched recently and highlights the distinctive aspects of being born, growing up and living in Brazil. The nationwide coverage will also include vignettes personalised to the different regions in Brazil, aired during Formula 1 commercials, TV and radio spots, and other works based on movements of appreciation of Brazil, extending into 2013.  

 

To share this experience on Facebook, Twitter, Instagram and FourSquare, use the “naotempreco” hashtag.