MasterCard - "Abba Ahmed's Priceless Journey"

FP7/DXB - McCann Worldgroup

FP7/DXB - McCann Worldgroup Dubai, Vereinigte Arabische Emirate

Awards

9020

Marke: MasterCard
Länder: Vereinigte Arabische Emirate

Werbende: Mastercard International

Titel	Abba Ahmed's Priceless Journey
Agentur	FP7/DXB - McCann Worldgroup
Kampagne	Mastercard Priceless
Werbende	Mastercard International
Marke	MasterCard
Datum der ersten Ausstrahlung/Veröffentlichung	2016
Geschäftsbereich	Kreditkarten
Philosophie	The CampaignThe 2015 Nigerian elections brought back memories of the long history of communal conflict between rival ethnic groups. However, the peaceful transfer of power after the elections prompted MasterCard to build on the positivity, and reinforce unity as a priceless possibility. Football being the one thing that unites all Nigerians, MasterCard asked champion footballer Kanu to select an underprivileged child – Abba Ahmed (from a rival ethnic group than Kanu’s) as the winner of an online talent competition. Kanu then turned a regular movie outing into a priceless surprise for Abba by announcing him as the winner and handed him his player escort jersey. Ultimately, as the world watched, Abba’s dream came true as he escorted Neymar onto the pitch at the UEFA Champions league final in Berlin, while his family and friends watched him with bated breath on television. Abba had made the historic journey from Nigeria's streets to the world’s biggest football stage. A film documenting his journey from the dusty playgrounds in Lagos to the UEFA Champions League final was shared on social media and created waves of positive WOM for MasterCard. 15 million Nigerians reached and 2 million engaged through the film and social media. 99% positive sentiments. Organic reach of 40% was 3 times higher than the benchmark in Nigeria Share Rate of 22% was the highest in Nigeria. MasterCard’s transactions grew +60% (vs. the previous year). The idea became the foundation for Priceless Surprises in Nigeria, giving MasterCard a business and brand engagement platform. Execution We invited young football fans and players in Nigeria to showcase their best goal celebrations through a nation-wide talent competition online. Then we asked Kanu to select an underprivileged child – Abba Ahmed (from a rival ethnic group than Kanu’s) as the winner. Kanu then surprised Abba by announcing him as the winner during a movie outing and handed him the player escort jersey. Ultimately, as the world watched, Abba’s dream came true as he escorted Neymar onto the pitch at the UEFA Champions league final in Berlin, while his family and friends watched on TV back home leading to celebrations and tears of joy. Abba had made the historic journey from Nigeria's streets to the world’s biggest football stage. A heartwarming film documenting his journey from the dusty playgrounds in Lagos to the UEFA Champions League final was shared on social media and created waves of positive word of mouth for MasterCard. We promoted the video via YouTube Pre-Rolls, Video Posts, Video Cards and promoted tweets.The campaign achieved the highest ever influence by a brand online in Nigeria. (1) 15 million Nigerians reached. (2) 2 million actively engaged through the film and social media. (3) 99% positive sentiments. (3) Organic reach of 40% was 3 times higher than the benchmark in Nigeria (4) Share Rate of 22% was the highest in Nigeria. (5) MasterCard’s transactions grew +60% (vs. the previous year). (6) And it became the foundation for Priceless Surprises in Nigeria, giving MasterCard a sustainable business and brand engagement platform. Most importantly, through Abba’s victory, a nation had come together. And this was priceless.The StrategyFor a country embroiled in ethic tensions for years, Football was the unifying force to bring all Nigerians together. And one of the most popular tournaments was the UEFA Champions League – with whom MasterCard has an official partnership. We identified Kanu as Nigeria’s champion footballer who was unanimously loved by everyone irrespective of the ethnicity he belonged to. So we looked at the UEFA Champions League as an opportunity to win Nigeria’s share of heart with Kanu at the centre. We wanted Nigerian football fans to experience the same feeling through another one of their own - from the younger generation – the future of Nigeria by offering the chance to be a player escort to a young football fan. It was a way of bringing MasterCard’s global engagement platform of Priceless Surprises to life.
Problem	The BriefHowever, the peaceful transfer of power after the elections was a sign of hope for a better future. MasterCard believes in connecting people to priceless possibilities. Since unity was becoming a priceless possibility in Nigeria, MasterCard to build on the positivity and win share of heart.
Medientyp	Case Study
Länge	129 seconds
Creative Director	Kartir Aiyar
Creative Director	Ali Rez
Regional Head of Strategic Planning	Tahaab Rais
General Manager - Business Unit	Spiro Malak
Executive Creative Director	Paul Banham
Etatdirektor	Deblina Gupta
Kundenbetreuer	Razan Jalloul
Creative Services Director - Production manager	Khaled Hamza
Creative Services Director/Production manager	Brence D'sa
Senior Designer/Studio and Retouch artists	Salvador Porteria
Senior Designer/Studio and Retouch artists	Rizwan Nikhil
Senior Designer/Studio and Retouch artists	Amit Borawake
Executive Creative Director	Simon Attwater
Director of Strategy/Insight	Tom Burrell
Strategy Consultant	Shaymaa Abuquta
Art Director	Shwan Nazar
Texter	Katrina Petrenko
Designer	Rachel Mwakule
Leitung Social Media	Liala Al Zein Omar
Stellvertretender Mediendirektor	Alice Elmi
Regisseur	Liam Cundill
Cutter	Werner Els
Cutter	Ashraf Mohammedunny