Blog 3: Mastercard's Priceless Moments Campaign

With the 2011 Rugby World Cup soon approaching, Mastercard and McCann Sydney have teamed up to develop a sponsorship campaign for the in association with the tournament. Three television advertisements have been produced, in both 30 second and 2 minute formats, which have been playing on TV's in both Australia and New Zealand.

The campaign is said to focus on "uncovering the emotional stories behind the well-documented on-field priceless moments". With various interpretations and meanings behind these priceless moments, the advertisements focus on individual reflection by all people, including the players.

The first film recounts Samoa's amazing win over Wales in Cardiff, which is known to be one of the biggest upsets in RWC history. The clip is posted below.

The second film travels to a small town in New Zealand, Wairarapa, where the All Blacks stayed with local families before going on to win the tournament in 1987. The clip is posted below.

Finally, the third ad recaps the 1995 RWC, which was won by South Africa in an inspirational performance. The clip is posted below.

This campaign was very successful as it shows people the stories behind some of the greatest moments in RWC history. People with no knowledge or understanding of the game are still able to witness such events and understand how this tournament is so meaningful for some nations. A measure of the success is also evident in the number of viewings on YouTube. Rugby enthusiasts and followers are the target audience I believe as they are the most likely to travel to New Zealand for the tournament, and possibly witness their own priceless moment.