To leverage The BRIT Awards sponsorship asset in a way going beyond the typical bolt-on association that so many brands are guilty of.

To create a relevant, innovative and engaging promotion that allow's MasterCard to punch above its weight in terms of cut-through and awareness.We achieved this by looking to our target audience - true music fans, priding themselves on their devotion to a favourite band/artist - to find something tangible and unique that formed the basis of a 'Priceless' promotion for one lucky winner, plus help MasterCard stand above the “noise” that surrounds an event like The BRITs.

Historically, to see their heroes, fans always had to go to them. So we turned this on its head by offering one lucky fan the chance to have a past BRITs award winner perform a gig in their own living room.We launched the competition at mypricelessgig.co.uk. Banners and MPUs directed traffic to the site and entrants were asked to explain why they deserved to win. Entrants qualified by downloading and displaying a competition poster in their living room window. The winner of the competition was selected by a judging panel based on their answer to specific BRITs related questions.

The success of this promotion was not ‘how many more transactions could MasterCard generate’. Instead our purpose was to demonstrate to banks how famous this promotion was to their customers.With a no paid for “push” from MasterCard; the story was picked up by ITV news, 6 national newspapers, 72 online sites, radio stations and hundreds of blog sites. Nearly £500k of PR media value was generated. The idea spread beyond that and put MasterCard at the heart of The BRITs ‘buzz’. It was viewed more than 374.6m million times across 121 countries globally.

MasterCard do not have a direct relationship with consumers; you can’t go into your bank and ask for a MasterCard. Their business instead relys on big distribution deals negotiated with main high street banks. The key to winning these deals is the ability for MasterCard to provide access to assets that its competitors can’t, and to demonstrate that they can leverage them more effectively with consumers.

Our BRITs promotion was highly relevant because it not only increased the awareness and preference of MasterCard, but it also provided an unique asset which could then be leveraged in conversations with banks.