The most popular digital network for drivers, Waze, became the media to bring customers to local producers, as a digital market for roadside selling farmers. As economies are becoming cashless, thousands of local producers are squeezed out of markets by their lack of digitalization. Cast away from city markets, these farmers needed to bring the market to them and get visibility in order to reach potential clients. They took Waze by storm, putting themselves on the map and calling drivers their way.

Tens of thousands of local producers rely on the side of the road to sell the products of their hard work. Mastercard believes in financial inclusion so they wanted to help small farmers who are cut out of cashless city markets by their lack of digitalization. Aiming to equip small businesses with modern payment solutions, Mastercard needed to reach out to even the smallest local producers and bring them into the digital economy.

Roadside Market turned Waze into a digital market for local producers. Each farmer got their own icon 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, any farmer could apply to join Mastercard’s Roadside Market and get their own icon on Waze together with all the financial and legal support to join the digital economy. 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 got personalized icons on Waze and a chance to tell their stories in short documentaries online. On piataladrum.ro users could virtually navigate from one farmer to another in order to discover their products, book them online, schedule pick-ups and open the route towards them in Waze. Other farmers could join the program by subscribing on the website or contacting our partner NGO, 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 banners and radio ads. Display banners and contextual OOH executions helped drivers 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 to digitalize local producers.

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.