Improve brand awareness, enhance sports properties strategy through the most relevant and visible sport in Brazil (soccer). Considering that every single Brazilian use to follow soccer broadcasts in open TV and Cable TV throughout the year, the goal was built visibility and impact against adult credit card holders. Besides being involved in soccer broadcast through TVC :30 in the most important Brazilian TV channel (Globo TV Network 60% share of audience), where the competition was already present, we realized we need to get a different property where MasterCard were perceived as “the owner” of the soccer theme, neutralizing Visa’s ambushing.We then, detected a great opportunity never done before in the market that would bring an outstanding impact and coverage during the soccer broadcasts.

The property: 2 special carpets in the 35 most important matches of the Brazilian championship (Ago-Dec’01) that, through the TV camera lens, brought the MasterCard logo in a 3D perspective way, giving the amazing illusion the logo was standing up. Those carpets were placed strategically beside each goal, which granted visibility in the critical attacking moments of the matches.Furthermore, from what we understand, “so” or “even more” important is the great exposition in the journalistic TV coverage when the logo appeared in all the best moments of each round. This visibility spreads, consequently, through other channels in open and cable TV. 100%. The idea was conceived by the media team after many internal meetings where we discussed opportunities that would neutralize the insistent Visa’s ambushing against MasterCard soccer properties. MasterCard has a global strategy of being involved to sports properties. It was ratified through the dealing of 2002 World Cup official sponsorship. In Brazil, this involvement relates mainly to Soccer. But things are not being so easy for them. Visa, the main competitor, has been ambushing all the MasterCard activities related to soccer. This case should be a winner because, even though Visa established the ambushing and used high investment to do that, MasterCard got an outstanding visibility in the soccer environment during 2001 with much less money.

100%. The idea was conceived by the media team after many internal meetings where we discussed opportunities that would neutralize the insistent Visa’s ambushing against MasterCard soccer properties.