Aproxime: A campaign concept that elevated contactless technology beyond its mere functionality.
In 2019, Mastercard took on a significant challenge during the Copa América: to enhance its brand by spotlighting the transformative potential of its contactless technology. Despite contactless payments being widespread, they hadn't yet become a habit for Brazilians. Emphasizing our Copa América sponsorship added to the complexity.
Early on, we decided to focus on something visible to everyone but that only create a unique and distinctive connection with Mastercard. The word "aproxime."
"Aproxime" is the word displayed on all POS terminals that also means "bring closer, get closer."
It held a dual meaning crucial to our campaign. It represented the simplicity of contactless payments—a vital aspect of promoting its benefits.Yet, beyond function, "aproxime" resonated emotionally when connected to the Mastercard brand, reflecting Brazilians' warmth and sociability ingrained in their culture, especially evident during football games.
"Aproxime" exceeded payments; it symbolized shared experiences, unity, and unbreakable bonds forged during these football moments—all connected with starting something priceless.
The Brazilian boy with an Argentinian passion
"Aproxime" become an umbrella-concept drove our multifaceted campaign, including enchanting activations like the "Impossible Mascots," heartwarming experiences for special-needs children joining the Brazilian national team and, even allowed us to tell Murilo's story, a Brazilian boy and passionate Argentine team fan, highlighting the emotional connections fostered by "aproxime."
Special-needs kids stepping onto the field with the National Team
Ultimately, our Copa América mission succeeded, becoming a global reference by achieving a new record on the main brand tracker index and exceeding the card usage expectation by far." Also, by making us champions not just in football but in fostering connections that go beyond price. "Aproxime" became a guiding light, inspiring Brazilians to come closer, initiate something priceless, and celebrate the beautiful game and the connections it fosters.