Puerto Rico had no strong commercial clutter policy among the local TV channels. Commercial time ranges between 14 to 26 minutes per hour … commercial breaks can go as long as eight minutes. In a speech such as this, clutter was expected to be higher than usual.Our communication goals were very simple: communicate MasterCard’s “Priceless” creative strategy – especially without a commercial, and break the clutter to stand out among a highly competitive and cluttered advertising environment … if possible zero clutter, zipping, zapping, etc. The situation: we had a special event/ movie premiere, in other words, a “media buying” opportunity for MasterCard but no approved TV commercial.Media expected the special to be a record-breaking event in Puerto Rico… the TV Premiere of the movie “Titanic”. A perfect opportunity for MasterCard but no approved TV commercial or execution to air at the time. We also expected highly cluttered environment since most advertisers would buy into the premiere.Media came up with the solution that helped resolve two problems: To utilise a vidifont… or a “Special Bulletin” type of communication within the movie not the commercial break to avoid clutter, zipping, zapping, etc., etc., and resolving the commercial or spot need, since with the vidifont we had no need to go into timely productions and approvals. Creative embraced the idea and created the perfect vidifont for the occasion.Most of the time our main objective is to communicate a concept, break the clutter, deliver the highest possible audience reach or contact, and on top of all, achieve it at the lowest possible cost. This media solution, submission, was able to communicate the brand strategy, as probably no other brand except MasterCard could, using a vidifont right within the movie, zero clutter, no other distraction. With this submission, we were able to create a priceless “commercial” moment with a simple vidifont taking advantage of one particular scene in the movie. Who said location is important? There are clients/ campaigns that do not count with the budget to have continuous advertising exposure throughout the year. In such cases, media dollars are allocated or reserved to buy special events and sports, thus taking advantage of audience media hype opportunities. This has been the case for MasterCard’s “Priceless” campaign in Puerto Rico.Media came up with an opportunity to advertise within a record breaking special event… the TV premiere of the movie “Titanic” in Puerto Rico. A perfect opportunity for MasterCard, a great strategy, but we had no particular commercial or execution to air at the time.Media suggested doing a vidifont … thus converting what could have been a regular ad in an impact full, without interrupting the movie, “Special Bulletin” communication with zero clutter, zipping, zapping, etc. Creative embraced the idea and created the perfect vidifont for the occasion. In communications, our job is sometimes quite difficult. We need to communicate a concept, to break the clutter, to deliver the highest possible audience reach or contact, and on top of all, achieve this at the lowest possible cost. This submission is special precisely because no other brand, except MasterCard, could communicate a story using a vidifont. Because of MasterCard’s memorable “Priceless” campaign we were able to create a priceless moment in a simple vidifont taking advantage of one particular scene in the movie.The day after, as stated by the media, many ad agencies called to find out why they had not received an offer to buy “vidifonts”, as MasterCard did. The media told them that it was a Universal McCann idea and was not a Channel offer. We did it first and we were alone. Titanic reached a 60 Share for the time slot.

There are clients/ campaigns that do not count with the budget to have continuous advertising exposure throughout the year. In such cases, media dollars are allocated or reserved to buy special events and sports, thus taking advantage of audience media hype opportunities. This has been the case for MasterCard’s “Priceless” campaign in Puerto Rico.Media came up with an opportunity to advertise within a record breaking special event… the TV premiere of the movie “Titanic” in Puerto Rico. A perfect opportunity for MasterCard, a great strategy, but we had no particular commercial or execution to air at the time.Media suggested doing a vidifont … thus converting what could have been a regular ad in an impact full, without interrupting the movie, “Special Bulletin” communication with zero clutter, zipping, zapping, etc. Creative embraced the idea and created the perfect vidifont for the occasion.