Mastercard Unveils New Happy Slam Spot Part of Australian Open Sponsorship via McCann Sydney
Australians are invited to step up to the baseline and experience this year's Australian Open as the happiest ever, as part of Mastercard's Sponsor of the Happy Slam campaign.
Teaming up with ad agency McCann Sydney, Octagon and Digital Arts Network Sydney the campaign establishes the brand's sponsorship strategy in the first year of a unique three year deal, as official payment partner.
Says Adam Lee, managing director, McCann Sydney: "The Australian Open is known for its fierce competition on court, but also for the surrounding atmosphere - it's so Aussie; fun, laid-back and light-hearted. It's really social. It's actually known colloquially as the 'Happy Slam'.
"Strategically, we looked at establishing a truly valuable role for Mastercard and an approach that sets a strong foundation for the brand to have some fun with and build on over the next 3 years."
Says Sarah Pike, head of marketing, Mastercard Australasia: "Happy experiences last a lifetime. And, it's actually what we're best known for here at Mastercard: providing access to new and Pricelessexperiences. Particularly through technology. So it really is a natural fit for us to be amplifying happiness at the Australian Open. We can't wait for the Happy Slam to start and see the campaign in full swing."
The campaign aims to bring home viewers and tennis fans closer to the tournament via various digital, social, outdoor and onsite activation elements supported by legendary ambassadors Lleyton Hewitt, Martina Hingis and Jim Courier.
The campaign includes the first ever Australian Open of Tap Tennis, a digital and onsite tournament that allows tennis fans to compete in a virtual game of tennis using the power of tap (full details below). In collaboration with Digital Arts Network a 'happiness meter' has been created and will track the levels of happiness at the Open and be used to unlock Priceless Surprises and offers delivered online and onsite.
Teaming up with ad agency McCann Sydney, Octagon and Digital Arts Network Sydney the campaign establishes the brand's sponsorship strategy in the first year of a unique three year deal, as official payment partner.
Says Adam Lee, managing director, McCann Sydney: "The Australian Open is known for its fierce competition on court, but also for the surrounding atmosphere - it's so Aussie; fun, laid-back and light-hearted. It's really social. It's actually known colloquially as the 'Happy Slam'."Strategically, we looked at establishing a truly valuable role for Mastercard and an approach that sets a strong foundation for the brand to have some fun with and build on over the next 3 years."
Says Sarah Pike, head of marketing, Mastercard Australasia: "Happy experiences last a lifetime. And, it's actually what we're best known for here at Mastercard: providing access to new and Pricelessexperiences. Particularly through technology. So it really is a natural fit for us to be amplifying happiness at the Australian Open. We can't wait for the Happy Slam to start and see the campaign in full swing."
The campaign aims to bring home viewers and tennis fans closer to the tournament via various digital, social, outdoor and onsite activation elements supported by legendary ambassadors Lleyton Hewitt, Martina Hingis and Jim Courier.
The campaign includes the first ever Australian Open of Tap Tennis, a digital and onsite tournament that allows tennis fans to compete in a virtual game of tennis using the power of tap (full details below). In collaboration with Digital Arts Network a 'happiness meter' has been created and will track the levels of happiness at the Open and be used to unlock Priceless Surprises and offers delivered online and onsite.
