The objective of the MasterCard Priceless Japan platform is to drive credit card usage amongst domestic credit card customers in Japan and generate mass leads for merchant partners.

We planned to do this by offering consumers the opportunity to rediscover ‘their Japan’ through access to exclusive experiences and unique local treasures.

To launch with a bang and drive awareness of the unique offers and experiences available to cardholders, a campaign was developed that required a high profile ambassador to engage with Japanese consumers on mass.

The agency was required to demonstrate how ‘priceless’ these exclusive experiences could be to fully showcase the benefits of the Priceless Japan platform. A partnership with a musician known and loved in the region would help us deliver with a bang.

• 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.