Campaigns for Mastercard and its partner banks across Latin America, each one made for a specific bank, from the first concept to the coded email.
4
Partner brands in four countries
HTML
Emails I coded myself
3
Languages: Spanish, English, Portuguese
METHODS
Co-branding · Campaign concepts Localization · HTML email
- Problem
- Every campaign had to carry two brands, Mastercard and the issuing bank, and fit that bank’s own cardholders.
- My role
- Designed campaigns for partner banks with Mastercard’s in-house creative team for Latin America, from the concept to the final assets, and coded the HTML emails.
- Partners
- Banco Popular (Colombia), Banreservas (Dominican Republic), Produbanco (Ecuador) and Tapp (Chile), plus Mastercard’s Libertadores sponsorship.
- Outcome
- Campaigns sent for four partner banks, including Banreservas, the largest bank in the Dominican Republic.
Mastercard campaigns, led by each bank
Mastercard doesn’t issue cards itself. Banks do, and Mastercard runs campaigns with them to get cardholders using their cards more.
I worked with the Advisors Creative Desk (ACD), Mastercard’s in-house creative team for strategic marketing in Latin America. I designed campaigns for each partner bank, Mastercard emails in Spanish, English and Portuguese, and pieces for Mastercard-sponsored events like the CONMEBOL Libertadores.
A few seconds in the inbox
Each email had three audiences to satisfy at once, and only a few seconds in the inbox to do it.
Mastercard
Brand rules and a clear, consistent offer.
Its guidelines for layout and the offer, applied in every campaign.
The partner bank
Its own logo, colors, card and voice.
A slot that puts the bank and its card first.
The cardholder
To get the offer in seconds: what to spend, by when, and what they win.
Short numbered steps and one clear button.
How each campaign was built
Start from the cardholder’s moment
Every campaign started from something cardholders were already doing: shopping for the holidays, paying for the apps they use every day, following the Libertadores. The concept tied using the card to that moment, so the offer felt like part of it.
A campaign made for each bank
There was no one-size campaign. Each bank had its own brand, card and cardholders, so I created a campaign for each one, built around what that bank wanted its cardholders to do. Shared pieces like the offer mechanic and the legal terms kept them consistent, and I coded the emails so the design held up in the inbox.
The bank leads, Mastercard backs the offer
Each piece had to follow two sets of brand rules. The partner bank’s logo, colors and card lead, because that’s the brand cardholders know. Mastercard stays present as the one backing the offer.
Local in every market
Each campaign spoke to its own market, from app rewards in Colombia to a trip to the Libertadores final for cardholders in Chile. The Mastercard emails were built in Spanish, English and Portuguese.
What every campaign email needed
Each bank’s campaign was different, but every email had to get these right.
The bank’s brand
Its logo, colors and card up front, with Mastercard backing the offer.
Coded in HTML
I built the emails myself, so the design held up across inboxes.
The offer
Goal, deadline and prize in short steps, with one button.
Legal terms
Dates and conditions for each campaign, kept in the footer.
Libertadores: a trip to the final
Road to the final
Mastercard is an official sponsor of the CONMEBOL Libertadores. For Tapp in Chile, I designed a campaign where every purchase with the card brought cardholders closer to a trip to the final in Brazil.
The campaigns
Pieces from the campaigns.
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