Mastercard has launched its first campaign for a debit product, focusing on changing payment habits.

The campaign points out the increasing prevalence of contactless payment, and highlights that ‘priceless moments’ can be had every day, without the need for credit.

The social-led campaign was created by McCann London. It will also feature activity across OOH, TV, and customer comms.

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Nicola Grant, head of marketing and communications, UK, Ireland, Nordics and Baltics at Mastercard, said: “We wanted to focus on the wonderful moments that smaller, everyday transactions can create, bringing people together and injecting joy into our daily lives.

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“Our new debit campaign is an opportunity to speak to a new generation of cardholders in the UK that are currently less familiar with Mastercard debit and introduce the concept of Everyday Priceless – a chance to make someone’s day, and reflect on the power of our small purchases, every day.”

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Greg Mullen, creative director at McCann London, added: “‘They say ‘how we spend our days is how we spend our lives’, but we tend to overlook the everyday.

So, we wanted to help shine a light on the little purchases we make every day that can create meaningful moments, a bit of Everyday Priceless.”