We all know that music can help us connect. But what about re-connecting? What about relationships that were so strong, but now seem broken beyond repair?

Inspired by Nordoff Robbins’ work in music therapy, we brought together people who no longer talked to see if music could unravel their pain and pride, and succeed where words had failed.

Working with world-renowned composer David Arnold, he scored a composition designed to breakdown their walls. With each instrument playing a role, from the strings to the vocals of BRIT School student Eden Tikare, the composition took them on an emotional journey to hopefully reopen their hearts and reconnect them.

We created a Listening Room. Participants faced each other, separated by glass, and were asked to sit, keep eye-contact and simply listen to the music. When the song finished, the wall slid away to see if the music genuinely helped them re-connect.

Inspired by the work of Nordoff Robbins, David Arnold scored the composition with the ambition of reconnection, and recorded his track at London’s Air Studios with a full orchestra and BRIT School talent.

To kick-start campaign intrigue and conversation, prior to launch we seeded the idea of music’s connective power through The Telegraph and BuzzFeed content, and teased with short social videos of the participants on Mastercard and partner social channels.

Before the track’s release, David Arnold delivered interviews on the track and his partnership with Mastercard that were broadcasted across 47 national radio stations.

The day before the BRITs, the track ‘Landed’ was immediately available to stream on Spotify and Apple Music and played on radio stations across the country.

On BRIT Awards night, Listening Room content appeared as TV idents for the awards show broadcasted to 5 million viewers, and promoted via DOOH placements across the London Underground.

Reach:

- Over 27 million campaign impressions

- Social uplift of 200% YoY

- David Arnold interviews were broadcast across 47 radio stations

- PR reach: 588 million total reach across UK and global media outlets

Engagement:

- 1.7M engagements (40% higher than benchmark)

- 7.1 million video views within 7 days

- 66.6% uplift of traffic to the Mastercard Priceless website

Impact:

- 100% positive sentiment

- Prompted awareness of Mastercard as BRITs headline sponsor increased 15% YoY

- Campaign viewers were almost 50% more likely to have a favourable brand effect

- +32% uplift in Mastercard usage intent within existing card holders

- 53,000 mentions Start Something Priceless or Priceless

And most importantly, 3 reconnected relationships.