2016 Winners & Shortlists

Brief Explanation

The entire idea was driven by a direct response mechanic and culminated in two memorable and personal experiences. We invited young football fans and players in Nigeria to showcase their best goal celebrations through a nation-wide competition. Then we asked Kanu to select an underprivileged child – Abba Ahmed (from a rival ethnic group than Kanu’s) as the winner. Kanu then surprised Abba by announcing him as the winner during a movie outing and handed him the player escort jersey. Ultimately, as the world watched, Abba’s dream came true as he escorted Neymar onto the pitch at the UEFA Champions league final in Berlin, while his family and friends watched back home leading to wild celebrations and tears of joy.

Creative Execution

In Nigeria, MasterCard wanted to generate positive word of mouth and win share of heart. The brand wanted to give Nigerian football fans a reason to celebrate through the success of another one of their own - from the younger generation – the future of Nigeria. And we picked a priceless opportunity to bring MasterCard’s global engagement platform of Priceless Surprises to life. For a young football fan or player, the chance to be a player escort at the UEFA Champions League Final is the chance of a lifetime. It is priceless.

Results

The campaign achieved the highest ever influence by a brand online in Nigeria. (1) 15 million Nigerians reached. (2) 2 million actively engaged through the film and social media. (3) 99% positive sentiments. (3) Organic reach of 40% was 3 times higher than the benchmark in Nigeria (4) Share Rate of 22% was the highest in Nigeria. (5) MasterCard’s transactions grew +60% (vs. the previous year). (6) And it became the foundation for Priceless Surprises in Nigeria, giving MasterCard a sustainable business and brand engagement platform. Most importantly, through Abba’s victory, a nation had come together. And this was priceless.