MasterCard sponsors SBS French film season
Press release from SBS
SBS Sales has negotiated an advertising partnership with MasterCard for its new Pay Pass product to sponsor this month’s “French Film Season” on SBS in order to reach the broadcaster’s premium film audience.
The partnership positions MasterCard as the exclusive solus advertiser across SBS’s four week French Film Season, showcasing four high profile films, including La Vie en Rose.
MasterCard’s Pay Pass campaign promotes a faster way to use MasterCard for people who don’t have time to waste. It targets a “mass affluent” demographic with the message that “life shouldn’t be interrupted”.
SBS identified the genre of film as the environment where audiences least want to be interrupted, and therefore the strongest synergy with MasterCard’s campaign positioning.
MasterCard bought out all advertising content via a premium sponsorship package, reducing commercial content during each film to deliver on MasterCard’s proposition of limiting interruption to people’s lives.
SBS created three 15-second spots integrating MasterCard Pay Pass with the film season and communicating the brand’s proposition. The 15-second spot and adjacent MasterCard TVC were the only ad break content, creating a “really short break” for higher viewer engagement.
SBS extended the authentically French design of the 15-second spots to opening and closing billboards and a promo spot running across the network, delivering a stunning visual package for MasterCard’s association with SBS film.
SBS National Manager, Client Solutions Jemma Enright said: "This MasterCard partnership sets a new standard for how SBS works with advertisers. Universal McCann provided a strong media idea which we amplified by identifying a targeted programming environment and a strategic tactic that would deliver real impact."
In a fortuitous tie-in for MasterCard, SBS’s French Film season features a film called Priceless, further elevating MasterCard's highly recognised tag line.
“This is a great brand fit that really does deliver shorter breaks to its audiences – and excellent synergy for MasterCard,” Enright said.
SBS’s French Film season is air on SBS One and SBS Two this month. Upcoming SBS Film seasons also to screen this year include Kung Fu and 30 Years of SBS Film.