GWEN STEFANI'S PRICELESS SURPRISE

Short List
TitleGWEN STEFANI'S PRICELESS SURPRISE
ClientMASTERCARD
Product / ServiceMASTERCARD PRICELESS CITIES
CategoryA11. Best Music / Brand Partnership
EntrantOCTAGON Singapore, SINGAPORE
Idea Creation OCTAGON Singapore, SINGAPORE

The Campaign

The campaign launched with an excited Gwen Stefani, announcing her partnership with MasterCard and detailing plans to visit to Tokyo to play an exclusive concert for MasterCard customers, her first tour to the country in decade. Fans were compelled to share their personal vision of what ‘Priceless Japan’ meant to them, sparking discussion about the array of unique treasures on offer in Japan. This engagement stimulated online conversation and enabled MasterCard to serve unique Priceless Japan offers to fans that had engaged with the content. Gwen’s significant social media followings extended the reach of the content. Throughout the campaign, additional content featuring Stefani directed consumers to offers and experiences delivered by MasterCard merchant partners and drove to ticket sales for the live event. Gwen featured in TVC, print, digital and social campaigns across the nation promoting the various Priceless Japan offers in classic Gwen style.

Creative Execution

• One month out from the concert, tickets went on sale exclusively for MasterCard cardholders which showcased the Priceless Experiences available • Filmed content featuring Gwen Stefani was posted via social channels and drove traffic to the ticket sites • The concert venue was fully branded with ‘Gwen Stefani – Live in Tokyo’ and MasterCard branding. This extended to the outside of the venue and throughout the adjacent mall • Twelve Lucky Fans were invited to participate in a private Meet & Greet and photo opportunity on the Red Carpet with Gwen • VIP Guests entered the invite via red carpet and posed for photographs before making their way to VIP Mezzanine Level to watch the show in style • Consumers in the general admission section were invited to take part in the Gwen Stefani photo experience and were also treated to Priceless Surprises by roving brand ambassadors.

The results were exceptional… • A sold out show for the 1,800 lucky cardholders with over 300 unique Priceless Surprises. • There were 162 articles published and five ticket giveaway contests resulting in over 7,000 entries. • Gwen’s own social channels sparked delight, hitting over 1.7Million followers. • Social Influencers; Maki Nomiya, Harry Sugiyama and Style icon Yu Yamada loved and shared this priceless experience with absolutely no media spend, melting hearts across the internet. • Gwen’s album skyrocketed to number 1 on the charts including Billboard 200 and iTunes. Connecting with consumers in a new way, by inviting them to experience Gwen’s new album and attending her sold out show. Priceless.

The Japanese financial category floods consumers with offers. MasterCard took a new approach – don’t shout at them. Let them sing with you. Inviting consumers to see Gwen Stefani – Live in Tokyo so they could really understand the power of MasterCard. Gwen Stefani, an international music superstar, who shares a mutual love with Japan, was the perfect choice to launch MasterCard's biggest initiative in Japan. The Grammy winning artist never thought she would tour solo again – let alone launch a new album and host an exclusive concert – this became a reality, all thanks to the MasterCard partnership!

The Japanese financial category floods consumers with offers. MasterCard took a new approach – don’t shout at them. Let them sing with you. Inviting consumers to the exclusive Gwen Stefani – Live in Tokyo concert so they could really understand the power of MasterCard. Gwen Stefani, an international music superstar, who shares a mutual love with Japan, was the perfect choice to launch MasterCard's biggest initiative in Japan to date. The Grammy winning music artist never thought she would tour solo again – let alone launch a new album and host an exclusive concert – and this became a reality, all thanks to MasterCard.

Credits

Name Company Position
Tom Healey Octagon Account Director
Sam Ahmed MasterCard - APMEA CMO Asia Pacific
Dan Austin MasterCard - APMEA Senior Business Leader, Marketing
Andres Gonzales MasterCard - APMEA VP Sponsorships
Tan Siang Kim MasterCard - APMEA Specialist, Regional Consumer Marketing
Yuko Someya MasterCard - Japan Director, Global Marketing
Yoshiko Yeomans MasterCard - Japan Program Manager
Rob Twiddy FRUKT Account Director
Alex Mohler FRUKT Global Account Manager
Ko Enomoto Weber Shandwick - Japan Account Manager
Alex Baker McCann Regional Business Director
Cyril Bedat Digital Arts Network Regional Business Director
Links
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