Deliver MasterCard’s ‘Priceless’ positioning and add media reach and depth to MasterCard’s UEFA Champions League partnership by taking the story of the MasterCard mascots into the media in the lead-up to the UEFA Champions League Final.
Walking out onto the pitch at the Champions League Final is a ‘Priceless’ experience for the mascots, so we treat them like stars. This has included creating a ‘Champions League Mascot Training Camp’ with Deco, featuring little lookalikes of global stars such as Ronaldo and Rooney, with Deco coaching the mascots how to shake hands, how to line up, how to behave for the cameras and more, and Michael Ballack presenting the mascots with their kits for the Final on stage at a press conference for the world’s media.
By re-imagining a traditional asset we have turned it into a newsworthy story which delivers MasterCard-owned media coverage across multiple countries year-on-year as well as fun, shareable content that racks up hundreds of thousands of views.
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