Mastercard
#BRITsMOVER
Business opportunity
Mastercard are on a journey to modernize digital payments. A sponsorship like the BRITs helps to drive top of wallet spend.
Marketing challenge
Drive brand preference and attribution to Mastercard’s Priceless platform by harnessing the company’s musical DNA to embed the brand in culture and consumers’ lifestyles.
The work
In a country struggling to experience physical connections due to the pandemic we wanted to bring people together through music’s unique ability to unite us through Priceless moments. Music connects us because it puts us in-sync, physically and emotionally. Whether we’re singing along to its lyrics or dancing along to its beat, music makes us one.
McCann Demand, McCann London & Craft came together to launch #BRITsMOVER of the Year with the help of a TikTok dance competition. We enlisted the help of Diversity leader and top choreographer, Ashley Banjo, who taught the nation an exclusive dance routine to George Michael’s ‘Freedom! 90!’. The track featured on the album Listen Without Prejudice, Vol. 1, which won Best British Album at the BRITs exactly 30 years ago.
The top entrants battled Ashley LIVE on TikTok in the days leading up to the BRITs ceremony, before 12 winners were selected to feature on idents broadcast on ITV during the awards show.
10.6m
(158% YOY)
Total organic impressions
Impact
3.7m
(4x benchmark)
Total engagement
1.8K Clicks
(1.4x benchmark)
Clicks from TikTok to micro site