Rugby World Cup 2015

BRIEF

Launch MasterCard’s partnership with Rugby World Cup 2015 in a ‘Priceless’ and unexpected way. Secure widespread global media coverage beyond the business press, and position MasterCard as the standout sponsor of the tournament.

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SOLUTION

How else to kick off a Rugby World Cup 2015 campaign than to work with the most famous kicker in the sport – Dan Carter. We took the All Blacks superstar onto the Thames to take a kick at London’s biggest goalposts, Tower Bridge. This provided a captivating story and an iconic, irresistibly shareable image for the media and consumers alike.

RESULTS

Dan Carter’s kick at Tower Bridge created a huge splash for what would otherwise have been a very straight business story. The creative route we took secured over 120 pieces of coverage in 15 countries, generally including a MasterCard spokesperson and all delivering the key ‘Priceless’ messaging. As a result of its huge appeal, the image was taken into MasterCard’s above-the-line Rugby World Cup advertising.

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