2020/2021 Winners & Shortlists

Cultural / Context information for the jury

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.

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

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. As the eclipse interest was already large throughout the region, the news coverage was also. Which meant we could slot our campaign into the buzz and put our promotion where everyone was already looking, all playing on the fact that the eclipse would be painting the Mastercard logo in the sky.