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In the financial heart of Mexico City, Mastercard shows leadership in multi-sensory marketing with its Priceless with Estoril restaurant.
This campaign is part of the tradition, quality and positioning that the financial brand has gained by converting a payment method into experiences.
His proposal fuses three aspects: the best of Mexican gastronomy, the performing arts and innovative technology for financial transactions.
The priceless concept (has no price) is the flag of the strategies of marketing that master card brandished for many years, which has been transformed into experiences and innovation as technology advances and the consumer changes; thus, michelle romoVP Marketing & Comms Mex & CAC of the brand, tells Merca2.0 how the financial firm has managed to connect in a multisensory way with the lifestyle of Mexicans.
And it is that the debit and credit card company, distinguished by red and yellow circles, has extended and perfected an advertising campaign that goes out of the conventional and means that, literally, consumers can eat an advertisement, an initiative and an experience through the senses.
This action by Mastercard responds to a dimension little explored by brands: “multisensoriality”, which exploits the senses and helps establish more human relationships between brand and consumer, for example, analysts say that both sight and hearing, smell, touch and even taste influence people’s purchasing decisions. In fact, the Harvard Business Review points out that this type of stimuli can unconsciously affect the reasoning of consumers.
However, despite being a potentially growing market, are Few marks are left out of visual and auditory stimuli and break with the specialization, mainly, of the marketing olfactory and the marketing sensory attached to touch. Today, one of the most interesting frontiers of study is the implementation of advertising through taste and flavors, a field in which, at least in Mexico City, Priceless with Estoril remains a leader.
“We’re breaking ground on how we can really make connections that aren’t necessarily through traditional advertising. I don’t know if we set a trend, but I do believe that we can be a brand that is opening up connection perspectives in a different way and trying to generate initiatives that are palatable, interesting and relevant for today’s consumer.”
According to the VP Marketing & Comms Mex & CAC of Mastercardthe experiences that are perceived by the sense of sight, such as the denominations, menus and logos of the credit or debit card, as well as those heard in a defined mix that combines music with the characteristic sound of the brand and Above all, the flavors of dishes prepared by Mexican chefs mean that any expression of art can pierce the skin of consumers.
“(Priceless with Estoril) has led us to start connecting with industries that were very far from oursthat is, we carry what is to connect priceless possibilities, trying to bring the best of other categories that are relevant for Mexicans, theater is one of them”.
“So, the brand travels and really leaves its construction, which we know today as a card or a means of payment, to go to other places and connect in different ways. When you connect a brand with a restaurant as we are doing, the first premise is that the sense of taste is a totally different way of connecting with the consumer, because of what it means in people’s lives.“, explains Michelle Romo.
“The things that are priceless are those things that really come out of the stomach, which are what you want to live, whether it’s spending time with your family, living a unique experience in a restaurant or giving yourself time, that’s the tribute behind the priceless things.
The exclusive interview with Merca2.0 leaves a learning about the transformation of the branding and how a brand that ranks 5th among the 100 most valuable in the world, according to the Interbrand Top 2021manages to capture simplicity and elegance, but above all, visual, auditory, taste and functional innovation.
The leader of Mastercard in Mexico places special emphasis on how the proposal of the restaurant has marked her career by combining the traditions of gastronomy with the emotion of contemporary arts, taking theater as inspiration in the first phase, since she considers that they are this type of experiences that must be spread in Mexico to help both the industry and society to see the colors and sensations that Mexican talent has. That is the importance of a multi-sensory marketing strategy that is “priceless”.
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