Owning only 20% of the market share in New Zealand, Mastercard was looking for an impactful and engaging way to explore its asset, the Player of the Match Trophy, during the Rugby World Cup. The aim was to showcase the brand as an innovative and forward-thinking brand championing women and New Zealand culture.
Māoris are known for their oral tradition, whereby they hand down their rich and poetic record of the past to the next generation via storytelling. Therefore, inspired by the kaikaranga, the powerful female voice that performs the welcoming call within Māoridom, we create the world's first Sonic Trophy.
A trophy that immortalises the passion of rugby forever by telling each match story through the voices of those that witnessed it - fans, commentators and the crowd at the stadium. The audio captured live highlighted the performance of the best Player, gifting them with a priceless trophy at the end of the match.
The results couldn't be better; more than 40 million people were reached (100% positive/ neutral sentiment), with all leading media covering the story and meaning of the Mastercard Player Of The Match Trophy in detail generating 21.8M impressions and earned $264K+ social media value.
Clio Sports Awards
• GOLD - Innovation
• SILVER - Activation Design
• SILVER - Audio (Branded Content)
• BRONZE - Partnership
• PLATINUM PRO AWARD
• Best Promotional Campaign
• Best Experiential Marketing
• Best Audio Promotion
• Best Local Campaign
The Drum Awards APAC
• THE CHAIR AWARD
• Best Design
• Best Tech
• Best Innovation
• PR Idea of the Year
• Sports Campaign of the Year
AMI Marketing Excellence Awards
• Best Experiential Marketing Campaign
Creative Team: André Alcantara, Alessia Ferrier and Lizi Hamer.