On Wednesday 20th of February 2013 MasterCard‘s sponsorship of the BRIT Awards at the O2 was fully activated in a memorable and striking fashion. Four months of intense planning culminated in a visible celebration of MasterCard’s role at the heart of the British music scene. Indeed, MasterCard has been sponsoring the BRIT Awards for 15 years now and their passion for music is something they wanted to share with everyone.
Collaborating with MasterCard’s portfolio of partner agencies (UM, McCann’s, Big Group) and by negotiating with companies such as AEG and Verve Display, Kat Perry, proud member of the Rapport Team, was able to plan a campaign that made sure that no one entering the Arena – including VIP celebrities arriving by boat – could be unaware that MasterCard was the major brand involved with the Awards.
On behalf of MasterCard, Rapport booked 428 individual poster sites across 36 formats (including digital screens) at North Greenwich Station, the walkway to the arena, the ferry pier, inside the venue and within the stadium itself. We estimate that a footfall of around 200,000 people saw McCann’s and Big Group’s artwork during the time it was up. The video above hopefully shows the scale of the project and some of the background work that went towards making it the biggest and most successful year yet. We are proud to have been involved in this work. Roll on 2014!