In July, we were tasked with creating a campaign to promote Mastercard's partnership with Atlantis: a bundled offer, exclusive to cardholders.

Our solution was a video which promptly when viral and received over 6 million views (to date, Mastercard's most successful piece of social content in the region) and thousands of wonderful warm remarks in the comments section. These organic interactions went way beyond the regular market benchmarks and stunned us all.

This was a perfect opportunity to increase brand awareness, delivering on the promise of the Priceless platform, and so we ran with it.

We decided to make someone’s wishes come true. In the form of a Priceless Reply.

Getting the idea up and running involved a lot of moving parts: from the client's budget approval, to wading through the sea of comments and finding the right consumer, to contacting her, making sure she was available and delivering the Priceless Surprise. We were determined to get it right rather than just create another piece of content to squeeze into a timeline.

Once we had picked someone to surprise, the plan got rolling. We set production for the following weekend, and a representative from Atlantis met with the winner and her family. She had no idea she was a winner. She thought Mastercard and Atlantis were just being kind and giving her a free tour of the grounds.

The surprise went off without a hitch. And when we shared the resulting video on Facebook, we got yet another sea of comments, expressing their joy and appreciation for the surprise.