This campaign was a month-long partner activation between CDG Zig and Mastercard, offering ride discounts to users who set Mastercard as their preferred payment method in the app. The campaign required strong brand-aligned visuals and clear promotion of the discount mechanic across all digital touchpoints.
My Role
- KV Refresh & Visual Strategy:
• Proposed and designed a monthly refreshed KV, each with a unique theme to illustrate how users could enjoy the ride discount
• Developed a visual strategy to clearly communicate the promo mechanism, using bold layout and prominent text treatment to maximise visibility
• Ensured the design aligned with both CDG Zig and Mastercard brand guidelines - Cross-Channel Design Execution:
• Adapted the KV across:• In-app splash ads
• Promo landing webpage
• Weekly EDM visuals - Coordinated with the marketing team to ensure the KV was properly placed within the weekly EDM lineup, balancing other ongoing partner promotions
- Approval Workflow:
•Submitted visuals for internal approval, and worked with marketing to obtain partner approvals before launch
• Ensured all designs met branding, layout, and message clarity standards set by both parties
Design Approach
- Promo-Led Visual Hierarchy: Positioned the discount mechanic as the hero element, ensuring it's easy to notice and understand
- Theme-Based Refreshes: Introduced monthly visual themes to keep the campaign engaging while staying aligned with Mastercard’s premium look
- Content Flexibility: Designed layouts that could be easily resized and reformatted for use across app, website, and email
Outcome
- Delivered visually engaging, brand-aligned campaign assets across all required channels
- Enhanced promo visibility through clear visual storytelling and high-contrast layout strategy
- Maintained campaign momentum with monthly refreshed KVs tailored to different message angles
- Supported strategic EDM placement by coordinating with marketing to prioritize layout inclusion among multiple ongoing campaigns
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