Mastercard SA was looking for a new, inbound Cross Border Travel strategy with a focus on the Cape. In a first-of-its-kind partnership, we developed a multi-channel platform that would drive Mastercard’s objectives and support the Cape wine tourism covid recovery plan.

The partnership with VINPRO  (now SA Wine NPC) incorporated the 3 key wine routes - Constantia, Franschoek, Stellenbosch, including 245 wine estates with 642 transaction points.

We Prefer Mastercard

Mastercard was present at every touchpoint. Along with more than 180 bespoke offers  across accommodation, culinary, spa and various experiences hosted on Mastercard’s Priceless platform, we also delivered an exclusive CVP for Mastercard cardholders. With ATL support in key tourism corridors and at home, the partnership not only increased share of wallet but also doubled tasting room ticket values.

The Power of a Picture

Win-Win... Win

The sponsorship of the Cape Wine Auction Trust underscored that doing well and doing good go hand in hand. 

Supporting community education initiatives from cradle to career not only contributed to:

  • 8000 learners assisted with digital learning programs, 23 schools & after school centres
  • 73 084 hours digital learning YTD
  • 36 261 children receives meals each school day
  • 4,100,000 meals served to date
  • 22 320 hours of counselling provided to 3 739 children
  • Training 303 graduates in the wine sector of which over 90% are employed and 70% are women
  • Funding 38 partner organisations in 30 regions in the winelands 

 but also delivered significantly against Mastercard’s Cause Marketing initiatives.

An iconic destination, an iconic brand, an iconic entertainer… Epic.

Priceless experiences for Mastercard cardholders are a cornerstone of the business strategy. To whet the appetite for post-Covid travel to the Cape – and deliver some joy – we developed an exclusive digital experience that could be booked by Mastercard cardholders when they were ready to travel once more.

1.5% - 5% market share in less than 4 years

Our job: to drive brand preference, market share and support Sony Mobile’s retail partners.

To achieve Sony Mobile South Africa’s audacious goals we developed a blueprint that would consistently leverage the mobile operators’ retail backbone alongside B2B and B2C activation platforms, positioning Sony as the best partner for a Digital Life.

Brazil Calling

Sony’s Global sponsorship of the 2014 FIFA World Cup in Brazil provided the perfect launch pad to create a consumer journey to test the blueprint ensuring maximum exposure and ROI.

To increase sales we developed a retail campaign that included a live online reporting platform activated through a mystery shopper programme.

Awareness was driven through ATL, including digital and social, complemented by roadshows and consumer incentives.

Feel every detail. Everywhere!

Watch. Play. Create. Live. Listen.

In 2016 Sony Mobile reaffirmed its position as a leading communications and digital innovator with the arrival of three highly-anticipated new Sony Xperia smartphones in South Africa, unveiling unique product experiences that broke new ground in consumer technology. 

The blueprint provided the framework for Sony's campaign, with activations putting their innovative technology and features on display and in the hands of consumers, providing them the opportunity to experience every feature.

Made for Bond: The Sony Xperia™ Z5

Sony’s global partnership with the aspirational Bond 007 property provided the opportunity to use the highly anticipated “Spectre” as an activation platform and festive season differentiator used across B2B and B2C and ATL activity.

The brand didn’t need more than the glamour and thrill of Bond with the Sony Xperia™ Z5 in hand to stand out from their competitors.

Making the ordinary extraordinary: Sony Retail Store

We were tasked with revamping the Sony Mobile store to reflect their evolution in mobile and lifestyle products. The store’s aesthetic was designed to mirror Sony Mobile’s cutting edge design and stylish communication devices to deliver an unforgettable retail experience.

342% ROI. Need we say more?

The job: To leverage a high value sponsorship property for the first time in the Host Market that would deliver against Visa’s business objectives in SA, create and embed Visa’s association with soccer for the first time, and, on a limited budget, generate a much greater share of voice than other key sponsors that held long term affiliation with FIFA and had exponentially larger budgets.

And it wasn’t only about the Tournament. It was the greatest opportunity to build a long-term domestic legacy for the brand, increasing share of voice, brand preference and loyalty all resulting in driving transactions and displacing cash.

Go early. Go large. Go Smart.

Strategic ideation started early, and was to be built around 4 key elements:

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Merchant & Mall activations: Visa’s “home ground”

We created an opportunity for mall merchant stakeholders that would deliver benefits for Visa and all our partners, big or small. Creating ideal win-win scenarios.

Independent Merchants:

Strategic Mall partnerships: Always on side.

Visa became the enabler for malls and their tenants to associate with and activate the world’s greatest sports tournament, becoming an integral part of football fever.

Mall Branding: 3rd Party Branding Toolkits

33 malls used toolkits created using FIFA 2010 imagery of the iconic World Cup trophy and the hugely popular tournament mascot “Zakumi”, on continuous display for 7 months, ensuring excellent brand presence during the build-up and throughout the tournament. The promotional spaces, traditionally paid for, were provided at no charge.

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Bespoke Mall Media Spaces: An OOH strategy with a difference.

47 malls. 11 470 bespoke media spaces. Free.

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Strategic Merchant Activations: Exclusive category partnerships to drive broader business objectives

9 country-wide promotional partnerships with national retailers in non-discretionary, habit- forming sectors where cash was still in a major form of payment, giving Visa a commercial opportunity to convert cash to card and in habit-forming sectors.

Bank Activations: A strategic business opportunity.

Although FNB was the office Host Retail Bank of the 2010 FIFA World Cupä, all Visa-issuing banks in South Africa were afforded the privilege of activating against the FWC by virtue of Visa’s pass-through rights in the payment category.

The Journey of the Fan.

Start Local. Add Global.

With an 18-month campaign period forming a key part of our strategy, we needed to talk to the domestic market first, and then add relevant touchpoints and value for inbound visitors and fans arriving for the football tournament.


First impressions count. Visa accepted all over South Africa.

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Tourist Attractions: Amplification of Table Mountain partnership

We took our partnership with Table Mountain to new heights, always ensuring that Visa’s presence added value and didn’t distract from one of our most spectacular tourist attractions

Southern Sun Hotels

Southern Sun was the biggest hotel chain in South Africa and our partnership included brand association in 42 of their establishments.


The promotion with Airports Company South Africa (ACSA) was also a new opportunity and naturally the focus was on both cross border and domestic cardholders. We entered into a relationship with ACSA’s retail team whereby they ran both the Visa/FIFA Merchant Incentive Programme and a four-month promotion over South Africa’s peak tourist season. This was run in both international and domestic airports.

Expanding Financial Literacy and inclusion through the FIFA Ticket Fund

FIFA provided 10 000 tickets across all matches. Visa’s existing financial literacy and inclusion programme was activated with strategic merchant partners Engen, Shell and the Southern Sun hotel group, ensuring that staff who would be serving domestic and international guests during the tournament the opportunity to attend matches at their local stadium.

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