Mobile > Technology

SAFE WAZE 2 SHOP

McCANN POLAND, Warsaw / MASTERCARD / 2020

Awards:

Shortlisted Cannes Lions
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Overview

Credits

Overview

Background

Mastercard believes in safety and security through technology - from creating biometric protection such as touch and face ID to protecting your passwords, preventing fraud, and more.

During the pandemic, supermarkets were 'the most common place' to catch Covid-19. And 20% of supermarket employees were testing positive to Covid-19.

How could we utilize our data to help keep customers safe?

Describe the creative idea

Mastercard used its transaction data to protect both supermarket employees and customers by influencing in-store traffic.

Mastercard was able to tell how busy supermarkets were by tracking "taps" (transactions) in the store. More taps = more people in the store. We could track this more accurately than programs that use historical data as estimates. So we partnered with Carrefour Poland and used Waze to drive people to less busy stores for safer shopping. We could also tell customers safer hours to shop and created special promotions they could only access when the stores were less busy. All this helped changed customers' behavior to help keep them safe. Store owners filled off-peak hours and everyone got the protection they need.

Describe the strategy

Mastercard is always trying to find ways to do business by "doing good". And connecting people to Priceless Possibilities.

In the face of the pandemic, we were looking for a way to use our increasing wealth of data knowledge as a life-saving utility that can help both our partners and customers.

We needed to translate our data into something actionable for consumers. But we couldn’t do it alone.

Describe the execution

We implemented this tool at the beginning of May.

It was promoted on social media and Waze through the summer.

It is an ongoing campaign with ongoing promotions.

It was placed in OOH, PR, and digital.

Because of the success of the program, Carrefour acquired the program as well as Eurocash. We are in talks with other major retailers.

List the results

We used our data to change customers' behavior by driving them to less busy supermarkets through Waze and special promotions. All this helped them make safer shopping decisions.

12.9% of drivers exposed to the tool changed their navigation

Implemented in +900 Carrefours nationally

+60k/month lift in transactions

2.6m total audience reached

300k Waze impressions in the first 2 weeks alone

We turned a service into a source of revenue

Store owners filled off-peak hours and everyone got the protection they need.

Because of the success of the program, Carrefour acquired the program as well as Eurocash. We are in talks with other major retailers.

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