ROLE: Senior Producer
AGENCY: Octagon UK
AWARDS: BEST USE OF EVENT OR EXPERIENTIAL MARKETING
Mastercard’s 2016 campaign ‘Some call it Madness, we call it Priceless’ originated from a human truth of football fans. The insight: Love for football creates irrational emotions and brings people together. Mastercard set out to start the conversations between football believers and non-believers and bring them together.
Onsite in Milan, the brand created awareness and engagement via an integrated media plan developed to ensure top-of-mind presence throughout the ‘fan journey’ around the city. To fuel the overall Madness/Priceless concept, Mastercard created and delivered fan experiences ranging from giveaways to unforgettable Priceless Surprises like storming the UEFA Champions League field with some of the world’s greatest players, the Priceless Barbershop and more.