PRICELESS MUSIC by McCann Erickson Melbourne for Mastercard

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PRICELESS MUSIC

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Industry Banking, Credit Cards
Media Promo & PR, Case study
Market Australia
Agency McCann Erickson Melbourne
Creative Director Mike Lee Thomas
Art Director Lizi Hamer
Copywriter Brendan Willenberg
Client Service Director Christopher O'keefe
Released June 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: MASTERCARD
Product/Service: DEBIT MASTERCARD
Agency: McCANN ERICKSON
Date of First Appearance: Jun 15 2009 12:00AM
Entrant Company: UM, Sydney, AUSTRALIA
Entry URL: http://www.mastercard.com.au/music
National Strategy Director: Nathan Brown
Client Service Manager: Jessica Napper
National Investment Director: Victor Corones
Investment Manager: Andrew Murray
Account Manager: Hugo Cutrone
Media Buyer: Stephanie Coyle
Client Service Director: Christopher O’Keefe
General Manager, Marketing: Justin Ricketts (Octagon)
Strategy Director: Jamie Gilbert-Smith (Octagon)
Account Director: Simon Riley (Octagon)
Strategy Director: Richard Lee (McCann Erickson)
Group Director: Katherine Brooks (McCann Erickson)
Account Manager: Lisa Marning (McCann Erickson)
Copywriter: Brendan Willenberg (McCann Erickson)
Art Director: Lizi Hamer (McCann Erickson)
Creative Director: Mike Thomas (McCann Erickson)
Design Director: Nathan Lyttleton (McCann Erickson)
Account Director: Jess Davies (MercerBell)
Digital Director: Micah Howard (MercerBell)
Campaign Director: Jason Fielding (The Sound)
Media placement: Television - Network TEN - 15/06/2009
Media placement: Digital - Ad Networks - 03/08/2009
Media placement: Events - Various Locations - 28/07/2009

Results and Effectiveness
The concerts stood out, sold out in minutes and were viewed by thousands. Visa Debit card holders were green with envy! Most importantly, the concerts created huge demand. MasterCard now have over 3 million Debit Cards in market. The card ownership gap vs Visa Debit has decreased from 13% to 5% * The card usage gap between Debit MasterCard and Visa Debit has reduced from 13% to 6% * The gap between Debit MasterCard and Visa Debit has reduced for card used most often from 12% to 4% * *Claimed results, Millward Brown tracking against Gen Y.

Creative Execution
We staged five bespoke, highly-differentiated consumer-inspired concerts in unique places. Think Bloc Party Live at the Museum of Contemporary Art, Little Birdy at Melbourne Jail, Robbie Williams Live at The Metro - Robbie’s only concert in Australia in three years. When people turned up, they were met with a series of PRICELESS surprises that brought them closer to their idols. They could touch the artist. The band was stripped to the bare-bones. The artist asked what the audience wanted to hear. The artist gave the audience a chance to perform. One card holder even got the chance to propose! We promoted each event on TV, driving viewers online to purchase tickets with their Debit MasterCard. All events sold out within minutes of going on sale. For those that couldn’t be there, we amplified them at mastercard.com.au, as well as in-programme within Video Hits – Australia’s #1 music television programme.

Insights, Strategy & the Idea
Debit MasterCard trailed Visa Debit by over 3 million cards in 2009. Our greatest opportunity to close this gap lay with Generation Y. We had ambitions to drive online transacting, transition from cash cards to debit cards and recruit new loyalists. Debit MasterCard’s biggest card issuer bank partner was using ‘music’ as the platform - just like every other youth brand. We got up close and personal with young Australians and their relationship with music and money. We learnt that Generation Y doesn’t pay for music unless it’s live. It's ‘closer’ to its idols than older generations - in fact it views them as equals because it created them. It’s a reflection of the times. Young Australians wanted small, intimate, and LIVE experiences with ‘their’ idols. Enter Debit MasterCard Money Can’t Buy Music Experiences - a series of one-off, intimate, and LIVE music experiences exclusive to Debit MasterCard card holders.