Priceless; Kommando for Mastercard!
If you were out and about enjoying the weather in London at the weekend you may have noticed Kommando and NomadiX Screenwalkers unveiling MasterCard’s latest campaign; ‘Priceless London’.
The campaign, which offers MasterCard holders exclusive experiences and privileged access to the very best of London’s attraction, is the latest installment in the brands iconic ‘Priceless’ campaign and joins Priceless New York, launched earlier this summer.
Award-winning actress Sheridan Smith, singer and fashionista Nicola Roberts and acclaimed designer Giles Deacon celebrated the launch of Priceless London by unveiling a miniature 3D version of the Capital on display in Covent Garden.
Kommando patrners, NomadiX Screenwalkers, – overhead, mobile digital screens – were introduced to the area surrounding the special build stand, and saw fully uniformed and scripted brand ambassadors donning the exclusive screens which played promotional footage, roaming around the area and engaging with consumers. The sunny weather really put the Screenwalkers sunlight readable feature to the test and proved their credentials by remaining unaffected by the sun’s glare.
Brand ambassadors used iPads to display the Pricelesslondon.co.uk website, communicating the benefits to consumers and adding an interactive element to the activity. The iPads also enabled consumers to sign up on the spot and facilitated data-capture allowing for follow-up dialogue.
MasterCard UK head of marketing Paul Trueman, said MasterCard is switching ‘Priceless moments’ for ‘Priceless experiences’, thereby ‘building further emotional engagement with consumers’.
The ‘Priceless Cities’ strategy will be widened over the next year to cities including Sydney.