As economies are becoming cashless, tens of thousands of local producers are squeezed out of markets by their lack of digitalization. Mastercard believes in financial inclusion so they wanted to help those who had no other chance than relying on the side of the road to sell the products of their hard work. Aiming to equip small businesses with modern payment solutions, Mastercard needed to digitalize even the smallest local producers and bring them into the digital economy.

Roadside Market hijacked the most popular digital network for drivers, Waze, and gave it utility as an e-commerce platform. Each farmer got their own icon promoting their roadside stand on the map and gained the much needed visibility to attract new customers and keep them loyal through the app. We’ve documented the stories of the first 10 farmers joining the program, then opened up the platform for anyone. Online, they could apply to join the Roadside Market and get their own icon on Waze together with all the financial and legal support from Mastercard. All of a sudden, small farmers became part of the digital economy, where they are able to sell their products using simple digital means. They’ve also got the well deserved respect, being seen as micro entrepreneurs.

With a potential reach of 93 500 small businesses in agriculture, Mastercard aimed to digitalize the smallest of businesses and turned to the roadside selling farmers. Thousands of such local producers are cast away from city markets and in need of a place to sell their products. Mastercard could help them enter the digital economy and bring the market to them.

The campaign launched with a handful of farmers that were the pioneers of the project. They each got personalized icons on Waze and a chance to tell their stories in short documentaries online. On piataladrum.ro website, users could virtually navigate from one farmer to another in order to discover their products, book them online and open the route towards them in Waze. Other farmers could join the program by subscribing on the website or contacting our partner NGO in order to receive the Roadside market kit: digital icons, stand decorations and the needed financial knowledge & modern payment solutions.

The farmers made their own promos which aired as video banners and radio ads. Display banners and contextual OOH executions helped drivers further reach the farmers. In the first 48 hours farmers were subscribing from all the regions of the country, while the authorities reached out for a long term partnership

The first farmers became an instant hit, making the news on top 5 national TV stations and an estimated 28 million views in the first 48 hours.

On Waze, the farmers got 3,6 higher engagement than average, with 18% of drivers changing their routes towards them.

Earned media return of investment 142%.

With 300+ weekly sign-ups, the project is attracting governmental support. Roadside Market will become part of the national strategy for small business support