Mastercard joined the Cricket Australia family, signing on as Official Sponsor and Payment Provider of the 2017-18 Magellan Ashes Series. The sponsorship sits under Mastercard’s 20-year-old Priceless® engine, founded on the insight that experiences matter more than things.

The brief was to Develop a full communications program that promotes Mastercard’s role in Cricket, and its Priceless® values.

Our research led to the insight that Aussie cricket players often felt they didn’t have the same level of fan support on field as the poms. It’s hard to argue – The Barmy Army has tens of thousands of members in vocal support of England, and many were traveling to Australia for the Ashes.

Mastercard would heed that call – and create an Australian version – the Barbie Army – to bring a vocal chorus to each game in support of Australia and stick it to the Poms! The army was backed by Cricket legend Mike Hussey, current star Mitchell Starc, and musical genius and sports satirist, Denis Carnahan, who would develop chants that would taunt England throughout the Ashes series.

The PR driven idea subsequently formed the platform for the entire integrated campaign including internal comms, competitions, publicity, event activation and digital.

For the full campaign case study, please email