For the eleventh consecutive year, Mastercard is the exclusive sponsor of the Sarajevo Film Festival, and each new year brings the same challenge – how to provide the audience and Mastercard cardholders with something different, more innovative, and more memorable.
Campaign Goals
Building on the creative concept awarded at the No Limit Advertising Festival 2024, which highlights the connection between Mastercard and the Sarajevo Film Festival and emphasizes the importance of equality and inclusion, the main message “A red carpet wide enough for everyone” was retained, with more diverse communication channels. The focus was on providing additional benefits for tourists and Mastercard cardholders, creating priceless experiences, technical support for the Festival and easier ticket purchasing, promoting gender equality in the film industry, as well as strengthening ties with the local community and small businesses.
Implementation
An appealing visual, which combined the festival carpet as a symbol of tradition, glamour, and film with the Mastercard logo, emphasized the commitment of the global brand to the local community. This visual story was the introduction to a series of activities that combined practical and emotional experiences. Among other things, Mastercard cardholders had access to exclusive online ticket purchases 24 hours before others, discounts on tickets, and a fast line option at the Box Office.
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Furthermore, Mastercard supported for the fifth time the Special Award for the Promotion of Gender Equality, which this year was given to director Hana Jušić, as well as a panel discussion that opened important conversations about equal opportunities in the film industry. Through an inspiring interview with Norika Sefo, the first recipient of the award and this year’s jury member, additional space was created on social media and in the media for significant conversations and new perspectives.
This year, Mastercard also brought the Sarajevo Film Festival closer to audiences outside Bosnia and Herzegovina. Although the Festival has long been recognized throughout the region, its inclusion on the global Mastercard Priceless platform gave it a new dimension of promotion. This enabled film enthusiasts from the region, by purchasing special Sarajevo Film Festival packages, to become VIP guests and experience the Festival in a special, exclusive way.
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A special emphasis was also placed on local experiences: tourists and Mastercard cardholders were offered benefits and discounts at small local businesses where they could enjoy unforgettable moments – from elegant dining at Spazio Gourmet and coffee breaks at Spazio Caffe, to traditional meals at Klopa restaurant, authentic souvenirs of handmade chocolates at Bashka, or artistic plant creations at Katkus Shop. A particularly unique experience was provided by Damir Imamović’s concerts, held in the intimate setting of Svrzo’s House, supported by Mastercard. For an added experience, a Mastercard Guide to Sarajevo was created, with recommendations on what to visit and how to feel the true spirit of the city.
“We are proud to have been building a partnership with the Sarajevo Film Festival for eleven years now, always looking for ways to offer the audience something new and different. We are glad that we successfully realized all planned activities, and we are especially pleased that users recognized the value of the experiences we offer. This year, we managed to combine practical solutions, socially important messages, and priceless experiences, exactly what Mastercard always strives for. Our goal is to continue contributing to the development of the Festival and to strengthen the promotion of Sarajevo as a city of culture and film beyond the borders of Bosnia and Herzegovina,” said Saša Mešter, Marketing and Communications Director for Mastercard in the markets of Bosnia and Herzegovina, Serbia, and Montenegro.
The campaign was implemented through various communication channels: from OOH and digital, radio, through social networks and PR articles, to TV appearances, ensuring maximum visibility and message recognition. In addition, reports from the Red Carpet and exclusive Priceless Sarajevo content in cooperation with Vogue Adria were particularly noted, further enhancing the attractiveness and exclusivity of the Festival.
PROJECT TEAM
Mastercard:
Project Lead: Ena Hodžić, Senior Marketing Specialist
Saša Mešter, Head of Marketing & Communications
McCann Sarajevo:
Project Manager: Enisa Haznadarević
Digital Lead: Enisa Mandra Sadiković
PR Director: Alena Kulenović Delić
PR Manager: Danica Radović
Designer: Srđan Jevtić
Event/BTL Manager: Srđan Duletić
