Mastercard has revealed its integrated brand campaign and associated Priceless surprises for cardholders, ‘Making a grand slam a happy slam. Priceless’.
The Australian Open is widely considered by players to be the happiest slam of them all, and using this insight Mastercard’s campaign looks to spread that joy to the fans as well. Starting with its official Australian Open TVC today, the campaign includes experiential, TV and out of home advertising, digital and social activities.
The 30 second TVC opens with narration and footage showcasing the restrictions previously placed on guests at the tennis in the 1950s, including conservative attire, no attention seeking behaviour, and no noise. As the old narration continues, the footage on screen moves to current day activities at the tennis, featuring fans breaking the old conservative rules by having fun, dressing loud, and making plenty of noise. The TVC finishes with the line ‘Making a grand slam a happy slam. Priceless’.
The ad, created by agency McCann, will run for two weeks on Channel 7, and the concept will also be featured online and across 300 out of home sites, including a Melbourne Airport takeover that will see it feature everywhere from baggage claim to the airport exit.
In addition to advertising, Mastercard’s sponsorship campaign which sits under the brand’s Priceless platform, will be serving happiness to cardholders in numerous ways over the tournament, both at home and onsite.
Mastercard’s Priceless brand platform is founded on the insight that experiences matter more than things, communicating to consumers through numerous pillars, including Priceless Cities, Priceless Causes, Priceless Surprises, and Priceless Specials. Rooted in emotional and experiential connections, the aim across all pillars is to connect people to Priceless possibilities.
Sarah Pike, VP marketing and communications, Mastercard Australasia said, “No matter where people have travelled from to attend the Australian Open, or whether they’re watching at home, the pub, or a friend’s place, they are all looking for the same thing: an unforgettable experience. Our campaign is built on the belief that shared experiences and pursuing passions are what make humans the happiest. In order to make Australian Open 2018 the happiest to date, we want to reward Mastercard cardholders, as well as those travelling from abroad with experiences that truly mean something to them.”