In 2015, following 17 successful years sponsoring The Brit Awards, Mastercard were looking to strengthen their unique relationship with music by running a new series of their ‘Priceless Surprises’ to reward their loyal customers with a priceless life experience.
Island Records’ Queen of R&B Mary J Blige partnered with MasterCard to treat life-long fan, Rana Otemro, to the ultimate Priceless Surprise. Rana from Watford was led to believe that she was one of thirty fans invited to attend a special live-streamed performance of Mary from New York at Village Underground in London. In fact Mary performed her hit “Nobody But You” in person before inviting Rana up on stage and singing to her personally, giving Rana ‘the best moment of her life’.
The ‘Priceless Surprise’ with Mary J Blige was the centre piece of the campaign unrolling as a TV ident either side of The Brits live broadcast show on ITV to one of the largest TV audiences of the year and online. Mary J and Mastercard also took over the billboard and poster sites around the 02 on the evening of the ceremony. The campaign was picked up by a host of press, including the Metro, Marie Claire, Glamour and Yahoo, amongst others. The campaign will extend further this year with Mary J Blige playing an intimate exclusive gig for Mastercard customers in London.