New Zealanders are united in their ubiquitous love for the All Blacks rugby team. Truth is though, most rugby sponsorship messages look and sound disturbingly similar. Mastercard needed a different approach to demonstrate their commitment to the All Blacks in a more meaningful way.
McCann developed an integrated cardholder promotion campaign, including an entertaining television spot featuring Captain Richie McCaw, Dan Carter and Ma'a Nonu on the receiving end of the attentions of an ecstatic fan, Tim. Tim's enthusiasm was truly infectious and soon saw the TV spot voted New Zealand's Best Ad at Television New Zealand’s annual ‘Fair Go Advertising Awards’ – a televised annual advertising awards show that is the second most watched show in New Zealand. Even before scoring the honour of being voted best ad by the public at Fair Go, the TV spot quickly became one of New Zealand’s most talked about campaigns, with activity all over Twitter and Facebook. And over the course of 11 weeks, the campaign – spanning TV, radio, OOH and digital - received more registrations than any prior campaign, making it the most successful New Zealand MasterCard campaign in history.