This paper explains how MasterCard created social confidence in the use of credit cards to increase its market share. Using a social- and emotion-based strategy, the 'Priceless' TV campaign improved consumers' confidence by redefining the user imagery of cardholders. Choosing not to use people who were archetypes of wealth, the communications instead focused on qualities such as kindness and reliability. This encouraged consumers to see that if admirable people used credit cards to achieve laudable outcomes, they could too. The campaign generated an increase in share of the credit card market from 31 per cent to 39 per cent, and delivered an incremental usage of the MasterCard payment system of £24.2 billion between 2003 and 2005.