Mastercard launches new #PricelessToMe campaign via McCann and Eleven


Mastercard, the official payment partner for the Australian Open 2023, launched an integrated campaign via McCann and Eleven, to unearth what’s Priceless to Australians.


This year Mastercard used the AO as a springboard to positively influence Australia’s growing culture of inclusivity, unlocking its DNA of connecting people and business through secure and inclusive technology, creating an environment where everyone feels they belong.

Mastercard’s agency partners collaborated to deliver an integrated campaign, including online film, radio, print, out of home, PR, experiential, digital and social.

Whether cheering from the crowd and being there to witness history, or watching the nail-biting rallies from the comfort of your couch this year, Mastercard’s 30 second film celebrates what makes the Australian Open uniquely Priceless.

Created by McCann, the film features: Mastercard ambassador and former World No. 8, Alicia Molik; Paralympic Gold Medallist, Heath Davidson; Blind & Low Vision (BLV) Australian B2 champion, Courtney Webeck; Blind & Low Vision Australian B3 champion, Mick Leigh; and Mastercard ambassador and former World No. 1, Jim Courier, all sharing what’s Priceless to them.

The film went live on 16 January and ran until 29 Jan on BVOD, online, social, and on-ground at Melbourne Park. The concept also featured across radio, print, out of home, digital and social.

Through PR, Mastercard focused on championing inclusivity in Blind and Low Vision (BLV) tennis.

New research, commissioned by Mastercard in partnership with Blind Sports Australia (BSA), has revealed that two-thirds (66%) of Australians with a disability feel there is not enough representation of people with a disability in sport. And only one in 10 Australians living with a disability believe that sensory disabilities (including vision impairments) are represented – this is far lower than other disabilities.

To showcase the game in a new light, Mastercard Ambassador Alicia Molik took to the court with Courtney Webeck (BLV Australian B2 Champion) and Mick Leigh (BLV Australian B3 Champion) wearing blackout simulation glasses – simulating the game from the perspective of a person living with a vision impairment. The activation, led by Eleven, was captured to create editorial content.

During the Australian Open 2023, a BLV exhibition tennis match took place on Monday 23 January. To support the growth of BLV tennis, Mastercard is also funding a Blind Sports Australia (BSA) grant to grow the game at a grassroots level.

For those on ground at the Australian Open, Mastercard’s initiatives ensured everyone felt like they belonged at the Grand Slam Oval. Highlights include:

– AO Pride Hub, presented by Mastercard, brought 14 days of inclusion, energy and entertainment to millions of AO fans both on site and off
– Action Audio, sponsored by Mastercard, creates a 3D spatial audio experience for live sports to allow blind and low vision audiences to follow the action in real time. It was available online every day of AO23 through AO Radio
– Play & Win, a WebAR hosted competition that encouraged ground pass ticket holders to identity and engage with all Mastercard onsite via a series of challenges harnessed technology to win Priceless Surprises

To share everything happening on site, Melbourne comedian Michelle Brasier acted as a roaming reporter for Mastercard. From fan reactions to families who make it a yearly tradition, and visitors who have made the trip from overseas, Michelle asked attendees what’s Priceless to them about the AO experience. The interviews were packaged into 30 second Reels and rolled out across Mastercard’s social channels.

Says Richard Wormald, division president, Australasia, Mastercard: “Mastercard has been a long-term partner of the Australian Open and this year’s campaign has been a very special project. Mastercard is on a mission to make the world more connected and inclusive so it was proud to raise the profile of Blind and Low Vision tennis from grassroots level and champion these athletes.

“This campaign shows that tennis has the power to give blind and partially sighted people a new sense of independence and that’s exactly what Mastercard is striving to achieve through the launch of Touch Cards later this year.”

Creative: McCann
Experience: Octagon
Social: We Are Social
PR: Eleven
Media: Carat