2016 Winners & Shortlists

The Brief

The objective of the campaign was to leverage Mastercards sponsorship of the Champions League with the young family segment, driving active engagement with the brand. Our key insight came from the fact that whenever children watch football they want to re-enact the most special moments of the match. This often followed by the child replicating their hero’s goal celebration, whether that be 'The Aeroplane', the 'Hush Now' or 'The Slide' . So our strategy was to leverage this insight enabling Mastercard to achieve its objective of reasonance with the young family segment.

Creative Execution

Based on this insight we created a priceless football experience – the chance to watch from the stands as your child walks out onto the field in the UEFA Champions League Finals in Berlin as a player mascot. But to win we asked parents to submit a short film of their children performing their favourite goal celebration. They would then share it with us using a hashtag or post it directly on MasterCard’s Facebook wall. The rules were simple, play, shoot, celebrate and share. The rest was down to the future football stars. To make the whole event even more priceless we invited UEFA Champions League winner and all round legend Kanu to pick the five lucky winners. The steps involved in the campaign included: Social Media Website landing page Social Media promotion (Facebook, Youtube) Radio promotion Flyers Email campaign The campaign run to its original plan and was hugely successful.

Describe the success of the promotion with both client and consumer including some quantifiable results

The football fever was infectious, and we received scores of goal celebrations from the Middle East, Africa and beyond. On top of that we reached a remarkable 8.1 million people on Facebook. Had 5.8 million twitter impressions. 4.5 million football fans watched our videos. We had 3.7 million social engagements and 89 thousand webpage views. And of course we sent five lucky families off to the UEFA Champions League Finals in Berlin for a truly priceless football experience. All of this social conversation drove huge amount of transaction with the young family segment.

Explain why the method of promotion was most relevant to the product or service

This is a competition, which encourages families to engage with Mastercard for a priceless champions league experience. A program which is highly targeted to the young family segment, which is a key focus of Mastercards business. This program activates this audience, by encouraging them to actively submit a video for a chance to win the opportunity for their child to be a mascot at the champions league final.