Summary
Real Change. One Fan at a time.
Challenge
RBI IMPOSED A BAN ON MASTERCARD In July 2021, RBI barred MasterCard from issuing new debit or credit cards to Indian customers owing to the new data storage rules. Mastercard was in the process of complying with the new data norms but that took some time. In the meanwhile, Competition intensified activity. Competitors not only doled out enticing offers but also forged strategic partnerships with banks and fintech companies to gain an edge in the market. All these factors led to the erosion of Mastercard's market share and loss of confidence in the brand. So, When the ban finally lifted in June 2022, Mastercard was facing a dual crisis – CRISIS OF BRAND AND CRISIS OF BUSINESS To counter the CRISIS OF THE BRAND AND BUSINESS, we needed to convey a resounding message: 'Mastercard is back for good and here to stay.' To inject a healthy sense of confidence in the brand, Mastercard needed to showcase our long term commitment to India. So, we decided to associate with the biggest passion point of Indians - CRICKET Objective - To re-instill brand trust and re-establish Mastercard's commitment to India via a grand show of support for women's cricket.
Objective
Mastercard's dedication to women's empowerment goes beyond superficial efforts, setting an example of true progress. Mastercard didn't stop at sponsoring the Women's Cricket series, launching a multifaceted campaign that encompassed radio promotions, influencer collaborations, OOH media, exclusive merchandise, print ads, TVCs, match day engagement, and an online pledge campaign, among others. This comprehensive approach not only shattered all records for T20 women's cricket but also facilitated groundbreaking financial opportunities for female cricketers. It exemplifies the power of integrated advertising campaigns to drive meaningful change – while also netting the brand massive benefits.
Strategy
Our campaign, "HALKE MEIN MATT LO," served as a powerful platform for unveiling the untold stories of women cricketers in India, narratives brimming with unyielding grit and unwavering determination. Unveiling Untold Stories: A series of three compelling films encapsulated the essence of women's cricket, painting vivid portraits of these athletes as they battled obstacles, shattered stereotypes, and rose to greatness. These films were not merely visual spectacles- they were windows into the lives of these remarkable sportswomen- inspiring fans and admirers across the nation. Strategic Hoardings, Reminders on the Road to Matches: We strategically placed hoardings as poignant reminders on the path to the matches. These visual cues were designed to nudge and remind fans of the upcoming games. Bus wraps and Bus shelters: Bus wraps and shelters became mobile billboards, carrying the women's cricket message throughout the city. These eye-catching displays enhanced visibility and generated excitement among commuters. Radio Engagement: We chose radio to fuel local conversations and give away exclusive merchandise to create buzz in the cities where the matches were held. This was a deliberate choice of media vehicle to use our media dollars wisely and avoid spillage into other cities. Live broadcasts by popular RJs added a dynamic element to the promotion. Digital Match Day Engagement: On match days, digital platforms featured contests and engaging activities to captivate the audience. These initiatives fostered an interactive and immersive experience for fans, keeping them connected to the excitement of women's cricket. Digital Pledges: Uniting Fans and Amplifying Support We harnessed the power of digital platforms to allow fans to pledge their unwavering support online. Through these online pledges, fans could demonstrate their commitment to women's cricket and extend invitations to friends, further amplifying the cause.
Data
This initiative boosted women's cricket, filled stadiums, and led to lucrative IPL bids and record-breaking advertising deals for female cricketers.
Solution
Results
India first: 55K+ capacity stadium sold-out for a women's cricket match, drove 100,900+ viewers to stadiums, 131% increase in match reach, a record high for women's match streaming: 11M, Hotstar. 'Brand I Trust' scores saw a 15% increase across consumers, and a 30% increase in people who recalled the campaign and a never-seen-before 166% increase in 'Brand for India' scores. Our campaign drew 100,900 fervent fans to women's cricket matches, filling stadiums to near capacity, signaling surging enthusiasm and promising revenue potential for the sport's future. Our efforts garnered 58K pledges supporting the Indian Women's Cricket team, altering the sport's recognition. Remarkable female engagement exceeded 40%, a significant shift from the usual 10-15%. Our campaign sparked impactful digital engagement with 3.07K conversations and 1.19 billion match impressions.
