ABBA AHMED'S PRICELESS JOURNEY
Brand | MASTERCARD |
Product/Service | PRICELESS NIGERIA |
Entrant | FP7/DXB Dubai, UNITED ARAB EMIRATES |
Category | Use of Promotional Stunts/ Live Advertising / Live Shows / Concerts & Festivals |
Entrant Company
|
FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Advertising Agency 2
|
DIGITASLBI Dubai, UNITED ARAB EMIRATES
|
Media Agency
|
CARAT Dubai, UNITED ARAB EMIRATES
|
Production Company
|
THE VIDEO LOUNGE Cape Town, SOUTH AFRICA
|
The Brief
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.
Creative Execution
For a country embroiled in ethic tensions for years, Football was the unifying force while Kanu was Nigeria’s football hero that was unanimously loved by everyone irrespective of the ethnicity he belonged to. 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. Abba had made the historic journey from Nigeria's streets to the world’s biggest football stage.
Describe the success of the promotion with both client and consumer including some quantifiable 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.
Explain why the method of promotion was most relevant to the product or service
The entire idea was driven by a promotion mechanic and culminated in two memorable activations.
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.
Credits
Kartik Aiyar |
Fp7/dxb |
Creative Director |
Ali Rez |
Fp7/dxb |
Creative Director |
Tahaab Rais |
Fp7/dxb |
Regional Head of Strategic Planning |
Spiro Malak |
Fp7/dxb |
General Manager - Business Unit |
Paul Banham |
Fp7/dxb |
Executive Creative Director |
Deblina Gupta |
Fp7/dxb |
Account Director |
Razan Jalloul |
Fp7/dxb |
Account Manager |
Khaled Hamza/Brence D'Sa |
Fp7/dxb |
Creative Services Director/Production manager |
Salvador Porteria/Rizwan/Amit Borawake/Nikhil |
Fp7/dxb |
Senior Designer/Studio and Retouch artists |
Simon Attwater |
DigitasLBi MENA |
Executive Creative Director |
Tom Burrell |
DigitasLBi MENA |
Director of Strategy/Insight |
Shaymaa Abuquta |
DigitasLBi MENA |
Strategy Consultant |
Shwan Nazar |
DigitasLBi MENA |
Art Director |
Katrina Petrenko |
DigitasLBi MENA |
Copywriter |
Rachel Mwakule |
DigitasLBi MENA |
Designer |
Liala Al Zein Omar |
DigitasLBi MENA |
Social Media Executive |
Alice Elmi |
Carat Dubai |
Associate Media Director |
Liam Cundill |
|
Director |
Werner Els/Ashraf Mohammedunny |
|
Editor |
Tarek Abdelnabi |
MasterCard |
VP Marketing/Sub-Saharan Africa |