Mastercard will launch a new Priceless™ digital experience with a video featuring recording artist Jeremy Loops, who performs a tailored version of his hit song ‘Down South’ with never-before-seen perspectives of Table Mountain as the stage backdrop.
Loops dedicates his performance to all tourists, locally and abroad, who have in previous years flocked to the Mother City but have not been able to make the trip because of pandemic-related travel restrictions.
Mischief Media, the activations division of Tractor Outdoor, were presented with an opportunity to leverage the existing Mastercard OOH partnership with the Table Mountain Aerial Cable Co (TMACC) and pitched the idea of a special performance experience.
Simon Wall, Mischief and Tractor Outdoor CEO, said, ‘The partnership between Mastercard and the Table Mountain Aerial Cable Co is a key relationship for multiple stakeholders and, 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.’
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 is both intimate and powerful and paired this with the visuals of a solo journey to the top of Table Mountain on a perfect Cape Town summer day. 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 (TMACC) and Cape Town Tourism were quick to spot the opportunity of creating an alluring viewing experience for a global audience and assisted Mischief Media in obtaining a rare approval from SANParks to film inside Table Mountain National Park using drones. Big Bird speciality camera team were brought onboard to provide world-class drone technology and a highly skilled and experienced crew. The resulting cinematography is compelling and gives perspectives of Table Mountain National Park and the Cableway that have not yet been seen.
Kamini Redhi Mastercard South Africa Marketing and Communications Director said, ‘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 and Priceless video experience for our platform. 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.’
The Priceless™ digital video experience is available to view exclusively here (log in required).