EVERYONE CAN PLAY CAMPAIGN
Brand | MASTERCARD WORLDWIDE |
Product/Service | FINANCIAL SERVICES |
Entrant | UM DUBAI, UNITED ARAB EMIRATES |
Category | Consumer Services |
Entrant Company: | UM DUBAI, UNITED ARAB EMIRATES |
Advertising Agency: | FORTUNE PROMOSEVEN Dubai, UNITED ARAB EMIRATES |
Media Placement: | UM DUBAI, UNITED ARAB EMIRATES |
Results and Effectiveness
The Top-of-mind awareness of MasterCard doubled! A phenomenal increase!
The Qusai video generated 134,000 views on Youtube in the first month of launch.
Over 5000 people registered and finally 320 were shortlisted to participate in the penalty play-offs with the prize given away by Qusai.
Creative Execution
Produced and launched an anthem sung by Qusai, a locally born and bred music artist, very popular in KSA. In order to avoid the high cost of advertising, the song was seeded across TV channels, radio stations and digital channels as content until it gained traction and then went viral.
Consumers were given a taste of the football experience through an on-ground mall activation. We organized distribution of red and yellow balls (representing the MasterCard colors) in malls and universities across Riyadh and Jeddah, prompting for online registration. Consumers were then invited to penalty play-offs where they stood a chance to win SR100,000!
The entire activation was supported by a multi-media campaign.
Insights, Strategy and the Idea
We wanted to generate higher awareness for MasterCard in KSA, a market that is dominated by Visa. As a solution, we decided to associate with the national passion, football, by providing the consumer with an anthem, sung by their local artist, and a means to participate in the sport through local activation. We started by sponsoring the most popular local league, the Zain Saudi League, and partnered with Qusai, a locally born and bred music artist for the anthem. Consumers were then given a taste of the football experience through an on-ground mall activation for the Red and Yellow penalty challenge.
Credits
Fahad A Bahdailah |
Mastercard Worldwide |
Marketing Manager Saudi Arabia & Bahrain |
Racha El Saadaoui |
Fortune Promoseven |
Business Unit Director |
Melwyn Gonsalves |
UM Dubai |
Business Director |
Andrew Oldknow |
Octagon |
General Manager Middle East |
Hashem Bani Hashem |
ROI Middle East |
Managing Director |
Charbel Jreijiri |
UM Dubai |
Media Manager |
Armin Jamula |
UM Dubai |
Media Executive |
Elveena Cornelio |
UM Dubai |
Digital Supervisor |
Hiba Andari |
UM Dubai |
Buying Director |
Lara Aboulaban |
UM Dubai |
Digital Media Director |
Sachin Zhakur |
UM Dubai |
Sr. Media Operations Executive |
Latesh Jalgaonkar |
UM Dubai |
Search Engine Specialist |
Prashob Ravi |
Fortune Promoseven |
Account Supervisor |
Paul Mampilli |
MasterCard Worldwide |
VP Marketing & Communication MEA |
Daniel Al-Bahrani |
MasterCard Worldwide |
Marketing Manager MEA |