Situation:

Pandemic time has changed a lot in all areas of human life. The unusual situation forced us to stay at home. But… when most of us feel isolated, seniors in particular.

Brief:

Mastercard facing a risk of being perceived as nothing more than an oldschool plastic-credit-card-maker and losing its technological superiority to a growing number of competitive e-commerce payment methods.

Objectives:

The goal of this campaign was to position Mastercard as a technologically advanced and socially skilled brand among young urban millennials. To achieve that Mastercard used the latest technology to connect people with priceless possibilities within one of our top three passions – culinary.

During the pandemic we’ve started to cook at home more than ever. We crave for comfort food, and who knows comfort food better than our Babcias (Polish Grannies).

Mastercard connects people who look for traditional recipes with those in need for contact by using voice assistant technology.

From a busienss perspectives, the Grannies activity was introduced to strengthen our relationships with merchants, creating new and scalable potential for cooperation.

But the main objective was directlly reffered to brand percaptions. First of all, we wanted to strenght brand preference within urban Millenials, expressing Mastercard as technologically advanced and socially skilled brand. Secondary, the activity was aimed to show Mastercard as a great solution for everyday e-commerce usage, which is crucial for further brand development during and after pandemic times.

Christmas activation was communiacted only to Everli Mastercard cadholders via Everli channels:

newsletters,

push app notification

Activation was communicated to all Everli users:

newsletters,

push app notification

Video case was launched and widely communicated around Grandma's Day via:

Everli SoMe channels

Mastercard SoMe channels

PR activities

Influencers channels

Display – gazeta.pl

We reached 112 500 unique users, including almost 80 000 thanks to influencers content.

During the activity, we generated approx. 1500 conversations with google assistant users.