THE BANTER BANNER by Mercerbell for Mastercard

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THE BANTER BANNER

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Industry Sports Teams & Events, Banking, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Australia
Agency Mercerbell
Executive Creative Director David Bell
Art Director Lizi Hammer
Copywriter Carmela Soares
Released July 2011

Credits & Description

Category: Best Use of Digital Media
Advertiser: MASTERCARD
Product/Service: RUGBY WORLD CUP SPONSORSHIP
Agency: MERCERBELL
Media Agency: UM, Sydney, AUSTRALIA
Executive Creative Director: David Bell (Mercerbell)
Digital Creative Director: Carmela Soares (Mercerbell)
Art Director: Carmela Soares (Mercerbell)
Copywriter: Carmela Soares (Mercerbell)
Art Director: Lizi Hammer (Mercerbell)
Head Of Copy: Simon Gaffney (Mercerbell)
Head Of Development: Scott Forrester (Mercerbell)
Flash Developer: Richard Lama (Mercerbell)
Senior Digital Producer: Lucy Proffitt (Mercerbell)
Digital Designer: Dan Fowler (Mercerbell)
Group Account Director: Matt Sewell (Mercerbell)
Media placement: RICH MEDIA SOCIAL BANNER - Sports Sessions of The Australian Online, Daily Telegraph Online and Brisbane Courier Mail Online - 13 July 2011

Insights, Strategy & the Idea
MasterCard signed on as a partner of Rugby World Cup 2011, to build the brand and equity among affluent consumers. This included existing customers and non-customers. We needed to associate rugby values to the brand and be a part of every passionate conversation around rugby. We also needed to run a promotion.

We needed to attract users to the campaign microsite. But with a very limited media budget, we had to find a way of amplifying the banner exposure and recruit a very specific targeted audience.

Our strategy: we created a social banner.

Creative Execution
'The Banter Banner' featured a scrum. We embedded Facebook 'likes' on the banner so people were invited to share their passion by 'liking' one of the teams.

The scrum moves with every 'like'.

The Facebook 'likes' generate posts with added comments from the users about their favourite team, encouraging more people to join the game.

And with that a new and already engaged audience was driven to the ads.

By adding social tools - and a little rugby bantering - we managed to recruit people to actively look for and interact with our banner.

Results and Effectiveness
Who says no one likes banners? This had more than 2,000 “Likes” in one day and high CTR.

Its exposure grew exponentially to a highly-targeted and passionate audience.

In the age of "banner blindness" we managed to make people actively look for our ad.