Inside Mastercard’s mission of good influence

Payment technology company Mastercard expands its ‘multi-sensory’ marketing to include a feature length film.

Raja Rajamannar is global chief marketing officer of Mastercard

Mastercard’s ‘multi-sensory’ marketing approach takes a cinematic turn this month, as the payment technology company releases a new motion picture, but not as viewers may expect.

It comes from renowned director Tony Krawitz and brings an experience that is primarily aural; it is a motion picture, without pictures.

The feature-length film, titled Touch, was created in partnership with Westpac, and is linked to the launch of a card launched last year for blind or partially-sighted people. It features a series of three distinct “notches” to allow people to identify the correct card to use.

The global premiere of Touch takes place in Sydney next Tuesday and tells the story of a young man, Ben, who gets trapped in the consciousness of his father, Frank. To escape, Ben must journey through his father’s memory, taking him on an adventure of discovery that uncovers who his father is.

All proceeds from the film’s ticket sales will be donated to Blind Citizens Australia, and the film forms part of Mastercard’s broader impact-driven marketing strategy.

Mr Rajamannar said as part of its mission to create Priceless “movements”, the company has set out to tackle some of the world’s biggest health, social and environmental problems via partnerships with experts and organisations.

He said of Mastercard’s longstanding partnership with cancer research non profit, Stand Up to Cancer Foundation and broader approach to for-purpose marketing: “It’s not like a soundbite for your CEO. It has to be truly making a difference.”

Over the past decade, Mastercard has donated more than $65m to Stand Up to Cancer, which has helped advance the development of new cancer treatments.

Mr Rajamannar added: “Mastercard is all about connecting everyone to priceless possibilities”, which as the Touch film suggests, includes more diverse audiences than ever before.