Turning Mastercard’s cableway sponsorship into something priceless.
Because of a freeze on international tourist travel caused by the pandemic, Mastercard’s Table Mountain cable car branding was going unseen by its key audience - international tourists. We needed to find a way for Mastercard to retain the value of this sought-after OOH site. So, we partnered with internationally-renown musician Jeremy Loops and his team to create a new rendition of his hit song Down South.
And then created what is arguably the first music video for an OOH site with the message to all international tourists that we were missing them ‘Down South’. The video appeared on Mastercard’s global Priceless Cities platform as well as social media where its viewership continues to grow. With one priceless experience, we changed the viewership of one of Mastercard’s most valuable OOH sites from just South Africa to travel-hungry tourists in 53 countries around the word.
Case study
The music video
Awards
Loerie Awards (creative)
Media innovation - Single medium - Finalist
Out of home - Transit and air - Finalist
Team
Agency: Mischief
Executive Creative Director: Mike Beukes
Account Management: Duncan Shelwell
Agency Art Director: Brinke Stemmet | Graeme Carr
Agency Producer: Jess Skipper
Art Director/Stylist: Monique Du Toit | Kayley Meyer
Brand Representative: Kirsten Wood | Mandy Lindeque
Cinematography: Dirk Van Niekerk | Derek Holt | Wesley Green | Jonno Searle
Editing Company: Deliverance
Editor: Lucian Barnard
Film Production Company: Mischief
Post Production Facility: Deliverance | Comfort & Frame
Performance: Jeremy Loops | Sean Ou Tim | Devin Jones | Motheo Moleko
Sound design: Fabian Sing
Strategist: Simon Wall | Mike Beukes
Writer: Mike Beukes
Year: 2021