WEBVTT

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We don't say anymore.

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We do.

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We get rid of storytelling and then it's
story making.

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We're joined by Cheryl from MasterCard.

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Cheryl, welcome.

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Thank you for having me.

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You've helped to evolve Mastercard's
Priceless Platform into something that is

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so much more than a campaign.

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How do you keep a brand story like that
fresh and relevant over time?

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It's, it's been an absolute privilege.

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You know, I'm 25 years at MasterCard now.

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This campaign, I call it 27 years young,
by the way.

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And it's still going.

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And, you know, the key to success . . .
It's incredible. It is really incredible.

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The key to success is always being
culturally relevant.

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The campaign itself was born on an insight that
experiences matter more than things.

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And what's amazing,
that was 1997--that insight is even more

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resonant and relevant today.

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So what we've had to do is just evolve it,
understanding what's culturally relevant,

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what's happening in technology.

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And I would say, we've looked at it.

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It started as a campaign where we're
observing priceless moments and creating

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beautiful stories

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now to something that's about story
making.

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It's enabling priceless experiences,
tangible,

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meaningful experiences in people's lives.

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And in terms of shaping that evolution,
how much of a role have customer insights played?

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Customer insights are at the center of
everything.

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Every clever piece of communication,
every great activation,

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or new app or technology that we've
created to enable the consumer,

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it starts with an insight.
An even the experiences,

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we're always looking to be at the cutting
edge of experiences.

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And one trend we were following and
insight was this blurring fiction with reality.

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People want to escape into the
entertainment and the shows they're

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watching in, you know,
very real life ways--IRL, right?

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And we saw that happening with "White
Lotus’’,

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and everybody was traveling to Sicily.

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And we just last year signed a deal with
Netflix,

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and we are their global experiences
partner with Netflix Bites restaurants

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around the world and Netflix Houses
opening up.

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And so right now in Vegas,
you could actually go and do the Squid

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Game Experience--tracksuit and all.

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If you're a MasterCard cardholder,
you get to see the premiere of Squid

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Games, have a great Korean BBQ meal,
and play games, but you make it out alive.

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What a relief.

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I mean,
you've obviously pulled it off so well,

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but, you know, looking ahead,
how can brands use storytelling to just

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form a deeper, more personal connection?

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I think for us it started, you know,
with segmentation of our audience and

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understanding their needs.

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We kind of threw out the book on
traditional segmentation,

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and we created a passion-led segmentation
that leans right into the insights--what

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people care about, what people love,
and we connect with them in that way.

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And so, we sort of say,
we don't say anymore,

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we do.
We get rid bit of storytelling and then

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it's story making.
And the consumers tell the stories,

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and they advocate after they have these
wonderful experiences with us.

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Advertises itself, really.

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There you go.

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Well, Cheryl,
thanks so much for joining us here in Cannes

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to talk about it all.

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Thank you so much.