Our client and their challenge
The BRIT Awards with Mastercard is the UK’s most prestigious music award ceremony with 2018 marking 20 years of Mastercard’s headline sponsorship. Taking place at the iconic O2 Arena in London and screened live on primetime TV, The BRIT Awards with Mastercard 2018 witnessed spectacular live performances from some of music’s biggest superstars and provided Mastercard with the opportunity of connecting with consumers through their passion.
This year’s campaign was Let Music Start Something Priceless™️ focusing on the good things that come about from using the power of music.
This event was supported by a comprehensive campaign that connected its audiences and partners to The BRITs: with content, onsite experiences and unique marketing expertise.
Our process and solution
We worked with the Mastercard team to develop a multifaceted and integrated campaign built around defined business objectives. Partnership activities were designed to touch existing and prospective cardholders and stakeholders, to reinforce Mastercard’s association with music and The BRIT Awards themselves.
Campaign activity cut across cardholder engagement programmes, including cardholder exclusives, Priceless® Surprises and promotions, partnership programmes (including merchant and issuer campaigns) and traditional media partnerships with lead up and on the night social media activity including the management of hundreds of lucky cardholders attending as Mastercard guests. Activity culminated with onsite experiences in and around the O2 on the night, that showcased Mastercard’s passion for music to greatest effect.
The result and the impact
Mastercard’s coverage of the event was unparalleled, with hundreds of tickets available exclusively to Mastercard cardholders, issuers and merchant partners, leveraging Mastercard’s brand, generating an impressive reach and driving revenue from incremental transactions.
Mastercard delivered an outstanding brand campaign with impressive coverage and engagement. 13 incredible awards (including Critics' Choice), 13 mind-blowing performers, 1 fantastic host and 1 sold out arena - an audience of over 15,000 people made-up of artists, celebrity guests, members of the public, Mastercard prize winners, Mastercard cardholders and students from The BRIT School.