Write a short summary of what happens in the digital or ambient execution or campaign.
We partnered with the Dubai Astronomy Group for a unique eclipse viewing opportunity. On 26 December, the day of the eclipse, three eclipse-viewing events were held in Dubai, including our main event at the Dubai Astronomy Centre. Here, Mastercard sponsored eclipse-viewing glasses and other promotional materials, while people could track the eclipse live while connecting to noon.com on their phones in order to get the best deals.
Exciting outdoor was also used to count down to the event, directing people to the noon website and app, where they could register their Mastercards and get their hands on the hottest eclipse deals.
Cultural / Context information for the jury
In the UAE, astronomy is extremely important and has been a crucial navigational tool for hundreds of years. As expressed by the Head of the Dubai Astronomy Group, "Astronomy is rooted to the hearts of the people and to the faith." There is thus a great deal of importance and trust placed in and on astronomy in the UAE.