Win-Win

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.

The start of something Priceless | And along the way, a 14:1 ROI to boot!

When investigating the opportunities to differentiate Mastercard’s RWC 2019 campaign in South Africa, an interesting data point came to light: women make up more than 50% of rugby fans.

The client/agency team took a calculated risk:

With World Rugby developing a focused approach to the women’s game and with women’s grassroots rugby still in its infancy in South Africa, creating an authentic moment of impact when “grassroots literally meets greatness” was a chance worth taking.

The content in Women’s Month. The response to 2019 Priceless Surprise at the Pirates Women’s Rugby Club, (press play – you won’t regret it!) took everyone involved by surprise. Game on!

The results: 2,2 million views during Women’s monthand more importantly, the local impact of changing perceptions of the team within their club and womens rugby amongst the greater community was the springboard for what came next: 4 years of building from the ground up, touching lives and contributing the growth of South African women’s rugby.

2019: The building blocks of success

Following on from the Women’s Day success Mastercard was able to develop an authentic brand story arc by enabling the Pirates Women’s rugby team to compete in the HSBC Dubai Rugby 7s Club Invitational, adding to another round of firsts.

Looking back, looking forward.  
Empowerment & Inclusion
Dubai   
Empowering Women

2020: Staying ahead of the game

To align with Mastercard’s business pillars of keeping women in mind and women involved, focusing on consumer passions and with the need to be “budget light”, we developed a 1st of its kind sponsorship of women’s grassroots rugby with the Golden Lions Rugby Union and Pirates Rugby Club, Johannesburg, South Africa, creating a new sponsorship space to own, develop and maximise ROI.

3 days before launch the Covid lockdown was implemented, creating the need for different solutions to support the women and girls isolating at home who would need to be conditioned, fit and ready for play. Solution: The first online coaching series developed specifically for women and girls, by women.

Mastercard’s Women’s Rugby Masterclass Series: Core Skills

A 13-part series in available online association with the GLRU for coaches and players.

Developed by Chanel Alberts, esteemed coach of the Golden Lions and Pirates women’s teams, together with contributing specialists, including Mastercard Global Ambassador, Bryan Habana.

1134 views all videos combined.

WATCH THE FULL SERIES HERE


Celebrating Women’s Month:

Keep telling the story, changing hearts and minds.

- 4,4 million views
- VTR 22%

Another Priceless Surprise. Another global 1st.


2021: Kickoff!

ELEVATE: Renaming the amateur women’s club league to the Mastercard Pirates Women’s Grand Challenge together with a bespoke new Trophy; naming rights of the Mastercard Golden Lions Women (Senior team), significant brand presence

EMPOWER: Player kit – bespoke, fit-for-purpose shorts and match tops developed for comfort, ease of movement and to feel good with a number of clubs getting branded kit for the first time; branded practise & training equipmentprovided to all participating clubs to improve the levels of play. Additionally we created social media training materials and workshops for local clubs to start growing their social media presence to attract players and start creating self-sustaining fundraising campaigns.

EXPAND: leveraging the GLRU network to extend Mastercard’s acceptance footprint of scan to pay transactions


A game-changer: The power of national TV

One of the biggest challenges women’s rugby faced was the lack of national TV exposure. Not even the Springbok women’s matches were being broadcast.

Egg negotiated a first of its kind opportunity with the South Africa Broadcasting Corp (SABC) to sponsor a weekly 15 minute TV programme focused on the GLRU women’s grassroots rugby programme.

The show featured match highlights, player profiles and leader boards. it included branded sponsorship elements, consumer competitions, product placement and consumer education and provided a platform for client partners to reach the growing audience.

Impressive results surprised everyone and highlighted a growing interest in women’s rugby.


2022 & 2023: Consistency delivered real change

Mastercard’s ongoing support of the GLRU meant they were able to make much-needed systemic changes: women were included in the management and coaching structures, the sponsorship was extended to include the U16 and U18 girls teams and the development of a pilot for junior girls wanting to play.

From a brand perspective, Mastercard’s presence was implemented at Emirates airlines park in key spaces, including the game day vendor team, adding real value to the sponsorship ROI.

8 women. 17,5 million views. 81,42% VTR

Be inspired by their stories.

August is Women’s Month. These short films produced for Mastercard celebrate and honour the beauty, strength and diversity of South African women. They won Mastercard an X Bronze award and the exceptional VTR is one of the highest recorded in South Africa.

2022

2021

The “She Is” concept of Fearless, Limitless, Selfless, Priceless was ideated by Publicis Middle East and the implemented in its entirety in South Africa by Egg.

Priceless Surprise 2019: Pirates Women’s Rugby Club

Priceless Surprise 2019: KES

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