Mischief Media, the activations division of Tractor Outdoor, says that it was presented with an opportunity to leverage the existing Mastercard OOH partnership with the Table Mountain Aerial Cable Co (TMACC).
It pitched the idea of a performance experience for Priceless.com. The resulting video features Cape Town-based artist Loops performing a tailored version of his song Down South
with perspectives of Table Mountain as the stage backdrop.
Simon Wall, Mischief and Tractor Outdoor's CEO, says, "The partnership between Mastercard and the Table Mountain Aerial Cable Co is a key relationship for multiple stakeholders. With the current travel restrictions, our objective was to find a creative way to keep the experience of using the Table Mountain Aerial Cableway and the City of Cape Town top of mind as a destination once tourism opens up again."
"We also wanted to incorporate elements of entertainment and awe into the experience, as well as blending film, music, digital and outdoor. I think we've done that," adds Wall.
Mischief Media commissioned consulting executive creative director Mike Beukes and film director Rick Wall to develop and execute the video. Working closely with Loops and his team, they developed a new version of the song that aimed to be both intimate and powerful.
They paired this with the visuals of a solo journey to the top of Table Mountain. The experience culminates with a bird's eye view of Loops and his full band rocking out on a deserted Table Mountain summit at sunset.
Both Table Mountain Aerial Cable Co and Cape Town Tourism assisted Mischief Media in obtaining approval from SANParks to film inside Table Mountain National Park using drones.
Big Bird speciality camera team were brought onboard to provide drone technology and a skilled and experienced crew. The resulting cinematography is compelling and aims to give perspectives of Table Mountain National Park and the Cableway that have not yet been seen.
Kamini Redhi, Mastercard South Africa's marketing and communications director, says, "At Mastercard, we are committed to accelerating digital transformation and creating bespoke experiences that connect our audiences to their passions through our long-established Priceless experiences platform."
"For decades, we have brought consumers closer to their passions and we are constantly adapting our approach to do this in relevant and meaningful ways. We were thrilled to work with Jeremy Loops and believe that his global appeal, combined with the unique experience afforded by the Table Mountain Aerial Cable Co, have allowed us to create a truly unique experience," adds Redhi.
"We'd also like to extend special thanks to Table Mountain Aerial Cable Co, SANPARKS and Cape Town Tourism for allowing us to create this Priceless experience," adds Redhi.
The PricelessTM digital video experience is available to view exclusively here
For more information, visit www.dooh-share.com