How Azira and Black C Media Drove Over 27% International Engagement for Mastercard at UEFA

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Key Insights

Business Challenge:

  • Overcome sponsor saturation to ensure brand visibility and engagement during one of the world’s most competitive advertising moments.
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Solution:

  • Azira’s real-time location data powered strategic OOH placements in high-traffic areas and enabled digital retargeting of exposed audiences to reinforce message recall, while Black C Media’s localized creative—featuring Turkish hero Barış Telli—enhanced emotional impact.

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Results at a Glance

1.05M+

impressions delivered across the campaign

27%

digital engagement from international visitors

1.05M+

impressions delivered across the campaign

27%

digital engagement from international visitors

Background

When Istanbul hosted the UEFA Champions League Final,  Mastercard—an official sponsor—seized the moment to go beyond visibility and create memorable connections with fans from around the world. This wasn't just about brand presence; it was about emotion, community, and standing out in a saturated sponsor landscape.

To bring this vision to life, Black C Media, Azira’s trusted partner in Turkey, executed a sophisticated omnichannel campaign that combined location-driven OOH activations with data-driven digital retargeting. 

Challenge

Leverage Mastercard’s UEFA Champions League sponsorship to harness the emotion and excitement of the event, increasing brand awareness and visibility across local and international audiences.

Solution

1. Retarget OOH Audiences with Digital Ads Using Location Data

To maximize Mastercard’s UEFA sponsorship impact, Black C Media first strategically placed outdoor ads in high-traffic areas like airports and city hotspots to reach fans and travelers attending the event.

Using Azira’s location technology, they identified individuals who had seen these OOH placements and then retargeted them with personalized digital ads. This approach turned broad physical visibility into qualified online engagement, driving higher campaign performance and measurable results.

2. Engage the Right Audience with Contextual Precision

Using Azira’s advanced audience segmentation and geolocation capabilities, digital ads were served to individuals who had been exposed to the OOH campaign, creating a consistent and personalized user journey. Content was tailored to resonate with football fans—both local and international—capitalizing on the emotion and unity surrounding the UEFA Champions League. This strategy ensured maximum relevance, enhancing campaign performance across KPIs.

3. Maximize Impact with Localized, High-Emotion Creative

To deepen audience connection and amplify local relevance, the campaign featured video content starring local hero Barış Telli. His story of resilience and hope added emotional depth to the campaign, while reinforcing Mastercard’s global “Priceless” message. The result was not only higher engagement but also stronger brand recall in a competitive sponsorship environment.

Results 

  • 1.05M impressions delivered across the omnichannel campaign

  • 27% international user engagement, validating the campaign’s relevance for visiting fans

  • CTR surpassing benchmarks, showcasing strong creative resonance and targeting precision

  • Unparalleled brand visibility, positioning Mastercard as the most memorable sponsor of the event
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Learn more about Azira’s work with Travel and Tourism, or contact us today.