2016 Winners & Shortlists

Brief Explanation

The tensions during the 2015 Nigerian elections brought back memories of the 2011 elections that left hundreds dead. However, the peaceful transfer of power after the elections was a sign of hope for a better future. Since unity was becoming a priceless possibility in Nigeria, MasterCard sought to build on the positivity.  For a country embroiled in ethic tensions, Football was the unifying force to bring all Nigerians together. We identified Kanu was Nigeria’s champion footballer that was unanimously loved by everyone irrespective of the ethnicity he belonged to. And created a priceless surprise with him at the centre.

Results and Effectiveness

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.

Creative Execution

Abba had made the historic journey from Nigeria's streets to the world’s biggest football stage.  A heartwarming film documenting his journey from the dusty playgrounds in Lagos to the UEFA Champions League final was shared on social media and created waves of positive word of mouth for MasterCard. We promoted the video via YouTube Pre-Rolls, Video Posts, Video Cards and promoted tweets.

Insights, Strategy and the Idea

We invited young football fans and players in Nigeria to showcase their best goal celebrations through a nation-wide talent competition online. Then we got 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 on TV back home.