Mastercard: ETHIEF

Credits & Description:

Advertiser: COMISIONADO DE INSTITUCIONES DE PUERTO RICO / MASTERCARD
Agency: BADILLO SAATCHI & SAATCHI
Category: Permanent Retail
Digital Director: Claudio Chea (Badillo Saatchi/Saatchi)
Art Director: Diana Hernández (Badillo Saatchi/Saatchi)
Sound Design/Arragement: Denes Pagán
Art Director: Fernando Suarez (Badillo Saatchi & Saatchi )
Executive Creative Director: Juan Carlos Rodríguez (Badillo Saatchi/Saatchi)
Post Production: Gps Studio
Copywriter: Mariano Germán (Badillo Saatchi/Saatchi)
Creative Director: Mariano Germán (Badillo Saatchi/Saatchi)
Account Manager: Melanie Vélez (Badillo Saatchi/Saatchi)

Implementation
We promoted the conference on identity theft via email. Included was a unique benefit: it gave the option of downloading all the content of the conference by just filling a simple form. That easy. The majority of the businessmen took the option.Once they registered a confirmation asked them to look for the contents in their inbox. The API for the people search platform spokeo was used to automatically download social network, addresses, photos associated with their credentials. A call to action included let them know it was that easy to steal their identity, reminding them to attend the conference.

Outcome
Event participation grew 37% thanks to the initiative.

Client Brief Or Objective
Mastercard chose to focus their business owners conference on the subject of identity theft. Our target had particular considerations: due to how the hardships of the economy businessmen who by nature are extremely busy people were now overloaded with work and big problems affecting the integrity of their businesses. We knew we would have to use a stronger message to grab their attention and make them attend the conference. We decided stealing their identity was the best way to put the subject in perspective and bring them to the event.

Execution
We used email as the method of communication to put into motion the cheat of stealing their identity. It was clear to us businessmen would be too busy to attend the conference. We suspected most of them would rather download the content. We leveraged on their trust for Mastercard products to ensure they would fall into the trap of registering to receive the content beforehand.