Mastercard + All Blacks Legend

(2014)

Brand

Mastercard

Project deliverables

Marketing Strategy, Channel Strategy, Sponsorship, Creative Idea, TVC, Social, PR, Event Production

In New Zealand, rugby is a religion and Richie McCaw is a god. Getting up close to Richie and other All Blacks would be simply ‘priceless’.

↳Content

In 2012, Kiwis met super fan 'Tim' through a campaign offering a chance to travel with the All Blacks to England. Over three years, Tim became best friends with a reluctant Richie McCaw, embedding their story in New Zealand's cultural folklore. The campaign, voted the nation’s best ad in the Fair Go awards in 2012 and 2013, and shortlisted in 2014, culminated with "Tap for your town to play Richie."

This campaign, which encouraged locals to tap for a chance to play against Richie McCaw, generated over 10 million additional transactions, NZ$212 million in card spend, and attracted 31,000 new card tappers.