OLLIE SALMAN.
Creative Director

An original three-part content series for Mastercard on the run-up to the UEFA Champions League Final 2023.

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Mastercard briefed us to drive awareness for the brand among Latin American football fans, leveraging their sponsorship of the UEFA Champions League, connecting to fan culture, and driving traffic to their Priceless.com destination. Looking at our audience data, we uncovered that more than 80% of OneFootball fans were also heavily into music. And since Mastercard had been sponsoring both the Latin Grammy's and the UEFA Champions League for years, I presented a strategy and branded content idea that would unite both worlds of music and sport.

 

Rhythm of the Fans would see a top Latin artist head to Istanbul to explore the intersection of music, culture and football, as the city prepared to host the UEFA Champions League Final. We followed Puerto Rican duo Domino Saints as they immersed themselves in vibrant conversations and took inspiration from the locals, experiencing a city that lives and breathes football. 

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The campaign ran two weeks before the UCL Final and saw Mastercard take over OneFootball with branded content, bespoke editorial, branded push notifications, display media, full page takeovers and social media posts from the talent. I also wrote three articles for Priceless.com that promoted the episodes to Mastercard customers. The campaign performed above benchmark for CTR and VTR across all 7 key markets in Latam, plus many more markets in the region.