Mastercard reminds crowds of how boring the Australian Open experience once was
Mastercard has launched a new ad contrasting the staid behaviour expected of tennis crowds in the 1950s with the rowdier atmosphere of today’s Australian Open.
Created by McCann, the campaign is designed to promote Mastercard’s sponsorship role as the event’s payment partner.
The ad shows footage from the Australian Open in the 1950s, while the voiceover sets out the demanding restrictions on audiences around dress code and behaviour back then.
“Making a grand slam a happy slam. Priceless” is the slogan used at the end of the ad.
Media agency Carat has booked the ads to run across Seven for two weeks during the tennis while 300 out-of-home sites will also be utilised to promote the campaign.
Sarah Pike, senior vice president of marketing and communications at Mastercard Australasia, said in a statement: “No matter where people have travelled from to attend the Australian Open, or whether they’re watching at home, the pub, or a friend’s place, they are all looking for the same thing: an unforgettable experience.
“Our campaign is built on the belief that shared experiences and pursuing passions are what make humans the happiest.”
Mastercard is also creating an on the ground activation in collaboration with Octagon which will allow passers by to utilise the Mastercard Beach Club wade pool.
An ‘AO’ chatbot has also been created to give users match updates and information and player profile information with the chance to win tickets and upgrades.
Credits:
- Creative agency: McCann
- Experience agency: Octagon
- Social agency: Digital Arts Network
- PR agency: Chasing Albert
- Media agency: Carat
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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