Mastercard Außenwerbung, Fallmethode Mastercard: 12 Chimes Of The Bell McCann Madrid

Werbungsarchiv » Umgebung , Fallmethode » Mastercard » Mastercard: 12 Chimes Of The Bell

Mastercard: 12 Chimes Of The Bell

In die Sammlung hinzufügen
Notiz hinzufügen
Branche Banking und Finanzdienstleistungen, Kreditkarten
Medien Umgebung, Fallmethode
Markt Spanien
Agentur McCann Madrid
Veröffentlicht Juni 2009

Belohnungen

Cannes Lions 2009
Media - Silver

Kredite und Beschreibung

Type of Entry: Use of Media
Category: Best Use of Television
Title: 12 CHIMES OF THE BELL
Advertiser/Client: MASTERCARD
Product/Service: MASTERCARD
Entrant Company: UNIVERSAL McCANN Madrid, SPAIN
Media Agency: UNIVERSAL McCANN Madrid, SPAIN
Creative Credits
Name Company Position
Isabel San Segundo Universal Mccann Customer Service Department Director
José Antonio Nogales Universal Mccann Creative Director
Felipe Vizcarrondo Universal Mccann Account Manager
Cristina Valle Universal Mccann Art Director
Natalia Parra Universal Mccann Copywriter
Bárbara Arregui Universal Mccann Planner
Adrian Chinchilla López Universal Mccann Producer
Details
Results and Effectiveness:
We appeared on five national TV channels simultaneously achieving; * More than 11 million people saw the action of Mastercard New Year’s Eve message (28% of the Spanish population and more than 70% of the total audience). * First time ever that screen banners have been the highest recalled action among the high profile New Year Eve’s advertising. * Both Mastercard users and non-users associated the Brand as being an integral part of the festive season and understood the “Priceless” message.
Creative Execution:
To capitalise this “Priceless” moment and help viewers get things right, we created an on-screen guide to ensure that everyone could eat their 12 grapes in time with each chime, one by one! Away for the cluttered advertising breaks, and when everyone’s attention is focused on the TV screen, the live presenters introduced the Mastercard presence as a fool-proof way of eating their grapes. Viewers then saw two “Pac-Man” characters alternatively eating grapes moving progressively in from each side of the screen, finally meeting each other with a kiss, before transforming into the MasterCard logo and a “Happy 2009” greeting. This action was broadcast live by all leading TV stations. Simultaneously, messages representing typical New Year Resolutions were shown as a run-up to the closing line: “Join a fitness centre... 60€” “Learn to speak English…150€” And the closing caption reads: “Starting the year with new hope...is priceless”.
Insights, Strategy and the Idea:
Mastercard has been closing the gap on Visa’s brand recognition and awareness over recent years. The client challenged us to improve results even further by finding an unprecedented way to get into Spanish homes, delivering an added-value message in line with Mastercard values and the concept of “priceless”. The one occasion when Spaniards are hanging on to every detail on television is midnight on New Year’s Eve as the clock-tower at Madrid’s Puerta del Sol brings in the New Year. For each of the 12 chimes, Spaniards eat a grape in the hope that the New Year will be filled with good fortune. Over the years, due to technical problems or the presenters getting it wrong, many Spaniards have ended up Eating their grapes out of time, thereby missing out on a whole year of good fortune! Mastercard could now help the nation eat their grapes chime by chime!