Mastercard Reveals Australian Open Integrated Brand CampaignJanuary 15, 2018
Priceless® experiences, causes and surprises lined up for cardholders and tennis fans
- Mastercard Beach Club home to first ever wade-pool at the Australian Open
- Cardholders to order ahead and skip the queues using the ‘Served’ app by Mastercard
- The Official AO Fanbot, powered by Mastercard
- Mastercard supports the UN World Food Programme with the first Ingenico digital donation display at Australian Open
Mastercard, official payment partner of the Australian Open, today 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®’
Ad link: https://youtu.be/xL8CJzYh0Ms
The ad, created by agency McCann, will run for 2 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 says “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.
Priceless® Surprises on Site and at Home
For those on the ground, Mastercard will be creating a real splash at the Mastercard Beach Club, a multi-levelled Beach Club where fans and partners will be invited to soak up live beats at the Australian Open’s first ever wade-pool. Guests at the Mastercard Beach Club will be treated to Priceless® Surprises covering food, music and entertainment, including appearances from tennis greats, Lleyton Hewitt, Jim Courier and Chris Evert and live performances by some of the country’s best local independent artists.
Whether attending a match or watching from home, all fans can enjoy the lighter side of the Australian Open through the official AO Fanbot, powered by Mastercard. A first for the Australian Open, the AO Fanbot powered by Mastercard will cover everything from player profiles to when the next match is coming up. Fans will also have the chance to unlock Priceless® Surprises such as tickets and upgrades, simply by being Mastercard cardholders and answering Fanbot tennis trivia questions. Mastercard’s Facebook page will also be showcasing some of the hottest Priceless® Surprises during the tournament.
Hungry cardholders attending matches will be able to order their food ahead and beat the queues at designated food and beverage outlets, by simply downloading the ‘Served’ app. The app will allow cardholders the ability to order their food from their seats and collect from a Mastercard Served pick up lane.
Some lucky Mastercard cardholders will also be surprised with Priceless® rewards, including exclusive ticket upgrades, Australian Open merchandise and an extra special Priceless® ‘Happy Hour’ with a twist.
Priceless® Causes at the Australian Open
Since 2012, Mastercard and the World Food Programme have been working together to deliver innovative solutions to help create a world with Zero Hunger. The partnership connects Mastercard’s expertise in technology and payment systems with WFP’s work delivering food assistance around the world and has helped feed more than 17 million people so far.
This year, WFP will be supporting Mastercard in providing 100 million meals for children across the world. In another first at the Australian Open, fans will be able to support by simply ‘tapping’ a donation on one of three Ingenico digital donation displays.
The first of the digital donation displays will be located at the entrance of the grounds, at Birrarung Marr Park, where guests with kids will be able to take free rides on the Australian Open Festival Ferris Wheel presented by Mastercard. The ferris wheel will be accessible across the two weeks of the tournament, and on the first three days, for a small donation, kids will also be able to paint plates in support of WFP’s school meals initiative.
The first of the digital donation displays will be located at the entrance of the grounds, at Lower Terrace, where guests with kids will be able to take free rides on the AO Festival Ferris Wheel presented by Mastercard across the two weeks of the tournament. On the first three days, for a small donation, kids will also be given the opportunity to paint plates in support of WFP’s school meals initiative.
“We are delighted to partner with Mastercard to deliver an exciting user experience at the Australian Open based on our Connected Screens” says Dominic White, Australia and Pacific Vice President at Ingenico Group. “Connected screens are a multi-merchant multifunction solution that will facilitate commerce for physical and digital goods whilst providing consumers with a unique experience.”
Two other Ingenico digital displays will be found in the Mastercard Beach Club, where guests attending are encouraged to tap a donation. The Mastercard Beach Club will also be home to a silent plate auction on the finals weekend, where plates decorated by Mastercard ambassadors and friends such as a Tennis legend, Lleyton Hewitt, Celebrity Chef, Neil Perry, and Cricket great, Mike Hussey will be auctioned off to Mastercard cardholder and guests for the highest bid.
“Whether kicking their feet up by the wade-pool at the Mastercard Beach Club, saving time by ordering ahead, unlocking Priceless Surprises through the Australian Open Fanbot powered by Mastercard, or donating to a truly Priceless® cause, every Priceless® experience we deliver to Mastercard cardholders will bring us one step closer to making the 2018 Grand Slam a Happy Slam”, concludes Pike.
Agencies: Creative: McCann | Experience: Octagon |Social: Digital Arts Network | PR: Chasing Albert |Media: Carat |The Story Lab
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