BLACK C Beyond OOH Mastercard’s Champions League Triumph in Istanbul
The UEFA Champions League Final is more than just a game; it’s a celebration of passion, unity, and global excitement. As Istanbul hosted this prestigious event on June 10, Mastercard, as the official sponsor, set out to create a campaign that truly resonated with fans and travelers alike. With a focus on bridging digital and physical engagement, Mastercard aimed to stand out amidst a sea of sponsors. Leveraging cutting-edge location technology and a strategic blend of outdoor and digital media, the campaign brought to life the spirit of football while highlighting Mastercard’s commitment to fostering meaningful connections. From vibrant OOH activations at key city hotspots to dynamic digital content featuring local hero Barış Telli, the campaign not only captured attention but also delivered measurable results. This case study delves into how Mastercard scored big with its UEFA Champions League campaign, setting new benchmarks in audience engagement and brand impact.
Background
The UEFA Champions League Final, one of the most anticipated sporting events, took place in Istanbul on June 10. As the official sponsor of the UEFA Champions League, Mastercard sought to stand out among other sponsors and become the first brand that comes to mind for both local and international audiences.
Execution
Mastercard’s UEFA Champions League Final campaign was a seamless integration of outdoor and digital media, designed to maximize audience engagement. Strategically placed OOH visuals at airports and key city locations captured the attention of both domestic and international visitors, creating an immediate visual connection with the event’s excitement. To complement this, digital ads targeted individuals exposed to the outdoor campaign, reinforcing the message with tailored content. Leveraging Barış Telli’s inspiring video, the digital execution added a local, emotional touch, aligning perfectly with the themes of togetherness and hope. Advanced location technology ensured precision targeting, optimizing reach and frequency while delivering the right message to the right audience.
Results
The Mastercard UEFA Champions League campaign delivered outstanding results, achieving both reach and engagement benchmarks. A total of 1.05 million impressions were served, capturing the attention of local and international audiences alike. The CTR exceeded industry standards, reflecting the effectiveness of the creative and targeted messaging. Additionally, the campaign’s geolocation strategy identified that 27% of users engaging with digital content were international visitors, a key demographic for this high-profile event. The combined efforts of outdoor and digital media succeeded in creating a seamless brand presence, elevating Mastercard as the most memorable sponsor among football enthusiasts.
This campaign represents more than just an effective marketing effort—it marks a bold step into the future of integrated advertising. By blending physical and digital experiences, Mastercard redefined brand engagement during one of the world’s most celebrated sporting events. The campaign not only captured the spirit of the UEFA Champions League but also set new standards for advertising excellence. In a rapidly evolving marketing landscape, this initiative stands as a testament to innovation and timeless relevance, proving that Mastercard truly is a brand “Priceless” in every sense. We don't just innovate; We are transforming the industry.
