CHALLENGE

MasterCard believes in a world with better ways to pay, a more connected world - a world beyond cash. What is the next generation of electronic payments? The brand communication platform of Priceless currently in 2012 does not extend into the digital expression of the brand. How can we centre the consumer into the passion of Priceless, enabling them to encounter more Priceless experiences? What is the overall consumer proposition MasterCard must develop in the next 5-8 years? How does it begin?

INSIGHT

MasterCard provides consumers with easy and seamless buying experiences that connect them to the things in life that matter most. How we transact leaves a data trail. There is a wealth of data exhaust from our 1.8 billion global MasterCard customers in their consumer transactions. Why don't we tap into the wisdom of our own network by leveraging Priceless insights in spending behaviour? Data insight provides context so we could create a serendipity engine with predictive personalisation, providing our customers with what they want before they want it.

SOLUTION

Priceless Me is a tracking loyalty marketplace providing a peer perk program to worldwide Mastercard members. It provides ideas and inspiration to help us find Priceless moments in our daily lives. It is a global playground channel directing membership traffic to extraordinary experiences in the cities they live and travel in. It is a social graph driven by the pathways into Priceless by the people who are inspired to get more out of life and that means getting more out of their city. We call this freedom within the framework of Priceless. The proposition of Priceless Me is 'SPEND PRICELESS TIME' and the purpose of the Priceless Me App is to lead you to Priceless moments. Start something Priceless, download Priceless Me today.

HOW PRICELESS ME WORKS

One app - two core elements:

- Priceless Exploring
- Priceless Gifting

Priceless Me learns your preferences through your purchase patterns so it can provide more relevant Priceless value to you and the people you care about. Common purchase patterns occurring within transaction journeys connect members to Priceless moments in a crowdsourced framework.

PRICELESS SURPRISES

(Priceless Me recognises key transactions and responds with exclusive surprises.)

Part of the service around gifting is where Mastercard and its members provide pleasant surprises. Because we know a 'nice touch' can become Priceless. So you might buy a ticket to an exhibition at the Victoria & Albert Museum and Mastercard will send you an exclusive digital souvenir of the show. Or you might make a purchase in H&M and Mastercard will send you a digital version of the season's hot looks. The service also allows you to gift someone you know through the app.

PRICELESS DIVERSIONS

(Affiliate merchant Ad network.)

The app is a geolocal marketplace that activates its merchant network by providing them with an advertising exchange much like Facebook Ads. We enable every merchant to post intelligent display advertising into the Priceless Me user experience architecture. When a consumer triggers a relevant context within their purchasing behaviour that day the merchant ad will appear to provide ideas and inspiration as pathway extensions into a greater amplification of Priceless for them.

PRICELESS SUPPORT

MasterCard will own the category of frictionless smartphone giving, making it easier than ever to donate to a cause you want to support, simply by hitting a button on your phone.

I wake up, I open my eyes. Lean over to my phone.

I check the weather.

Transport for London buzz me, my OysterCard needs topping up - Done! Priceless.

Check my emails at breakfast.

See some snow. Take an Instagram, tweet "It's freezing in London today."

I ping a hot coffee using NFC at the station to warm up. Priceless.

I enter the station gates with my Phone, no last minute scramble to pull out the OysterCard.

I see a Jay-Z poster inside the station. I hover my Phone over it. I watch an exclusive video. Priceless.

PricelessMe chimes and vibrates. "Hey, do you want tickets for Jay-Z at Brixton Academy next week? You get 15% off too!" Priceless.

I see a busker. He's pretty good. I ping him £1 in his hat. PricelessMe chimes and vibrates. "Hey, that busker wants to give you a free MP3 file of that song. I accept and start downloading. Priceless.

I exit my destination station.

I see a homeless guy selling The Big Issue. I ping him the cover price of £2.50. PricelessMe gives me other options to Donate to help him in other ways. I also find out his name too for next time I see him. Priceless.

I get to work and sit at my desk. Fire up my desktop computer. I go to www.pricelessme.com through my Chrome browser and I don't even need to sign in username and password. PricelessMe in my pocket opens all my synced stuff instantly. Priceless.

I then open a new tab and goto Amazon to check Jay-Z's new book. Amazon tell me I get 15% off if I buy using MasterCard. I hit 'BUY' and before the web browser has refreshed a copy of the eBook has downloaded to my phone. I love the convenience - bye bye credit card details, hello Priceless!

It's lunchtime and I'm hungry. I go outside to Brompton Road to get my usual favourite Chicken Teriyaki from Itsu.

As I walk down Brompton Road opposite the Women's Fashion Boutiques, PricelessMe chimes and vibrates. "Hey, you may have forgotten but it's your wife's birthday today. There is a dress with a Halter Neck in your wife's size in stock at H&M over the street. We've made sure you get 15% off if you go get it in the next 30 minutes." Priceless.

I buy the dress using my Phone.

Five minutes later I am in Itsu buying my usual favourite dish. PricelessMe chimes and vibrates. "You just ate Chicken Teriyaki 365 days in a row. You won 500 Priceless Points for that, courtesy of Itsu!" Priceless. [gulp]

I go to a snowy Hyde Park to eat my food and watch the ducks ice skating. I turn my phone off. Priceless.

I go back to work refreshed and ready for an afternoon's work.

I make myexit after 30 minutes. I say goodbye, leave them both a drink and make a dash for the station as I might be late getting home. I ping an NFC packet of mints at the station. Priceless.

I've got my wife's Boutique bag in one and the flower seller outside the station hands me some Lilly's (my wife's favourite) and I ping him payment from the logo on the flower wrapper. Then I run down the escalator just in time for a train. Priceless.

I get to Kings Cross with seconds to spare to catch the fast train home. Even more Priceless.

So I get off the train, nip into Hotel Chocolat and in ten minutes I'm home with gifts for my wife and tickets to the big Champions League game. We eat. We turn off our phones. The rest is Priceless!