PRICELESS MUSIC GIG by Mccann Sydney for Mastercard

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PRICELESS MUSIC GIG

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Industry Banking & Financial Services
Media Print, Magazine & Newspaper
Market Australia
Agency Mccann Sydney
Executive Creative Director Michael Raso
Released April 2011

Credits & Description

Category: Posters
Advertiser: MASTERCARD
Product/Service: DEBIT MASTERCARD
Agency: McCANN ERICKSON SYDNEY
Date of First Appearance: Apr 4 2011
Entrant Company: McCANN ERICKSON SYDNEY, AUSTRALIA
Executive Creative Director: Michael Raso (McCann Erickson)
Executive Director: Chris Johnston (McCann Erickson)
Senior Art Director: Patrick Chambers (McCann Erickson)
Junior Art Director: Shelby Craig (McCann Erickson)
Paper Architect: Benja Harney (Paperform)
Senior Copywriter: Brendan Willenberg (McCann Erickson)
Senior Account Director: Isabel Cox (McCann Erickson)
Senior Account Manager: Rebecca Elliott (McCann Erickson)
Media placement: Street Poster - Metro Outdoor - 4 April 2011

Describe the brief from the client
MasterCard arrived to the Debit party in Australia some 12 years and 3 million customers after Visa. What’s more, they brought an identical product.

Having been set aggressive growth targets for 2009, our brief lay in getting 3 million people to need and use a piece of plastic they’d happily ignored for over a decade.

Describe the challenges and key objectives
Now into the third year of the Debit MasterCard Priceless Music Campaign, our challenge was to build on the success of the previous 2 years, but remain relevant and engaging to an increasingly music and design savvy Gen Y.

The objective for the Print was to announce the latest Debit MasterCard Priceless Music Gig and drive online for purchase of tickets.

We also had to stand out and appear credible in the cluttered music arena.

Describe how you arrived at the final design
We trawled through gig posters and album covers for inspiration discovering new mediums to play with which would appeal to the Gen Y audience. Rather than create a traditional print ad, we built one using 4D paper modelling, string and fishing line.

For 3 days and nights, two caffeine-fuelled art directors hand built this 3m landscape out of paper. They then lit the scene, took a bunch of snaps then sent it to print with no retouching. It was a labour of love and we believe the results speak for themselves.

Give some indication of how successful the outcome was in the market
Results from 2010 campaign:
Debit MasterCard spend continues to grow much faster than the market – experiencing a peak during the campaign of 23 x market growth
Transaction volume up 144%
R&F of 4.1M people aged 18-39
All Brand Health Metrics show the massive gap to Visa is now almost closed