2022 Winners & Shortlists

ASTRONOMICAL SALES

BrandMASTERCARD
Product/ServiceFESTIVE SEASON ACQUISITION
EntrantFP7 McCANN Dubai, UNITED ARAB EMIRATES
CategoryConsumer Services / Business to Business
Idea Creation FP7 McCANN Dubai, UNITED ARAB EMIRATES
Media Placement CARAT Dubai, UNITED ARAB EMIRATES
Media Placement 2 PUBLICIS SAPIENT Dubai, UNITED ARAB EMIRATES
PR WEBER SHANDWICK MENAT Dubai, UNITED ARAB EMIRATES
Post Production MANGOJAM STUDIO FZ LLC Dubai, UNITED ARAB EMIRATES

Summary of the work

CHALLENGE & APPROACH: In a rapidly growing e-commerce market in the UAE, during the biggest holiday shopping season, with competing brands owning 80% of physical and digital media, how could Mastercard earn preference and usage and become the card-on-file? A rare eclipse, 172 years in the making, was happening on December 26; the same day the shopping festival would start. So, if competition owned the ground and the screens, we got Mastercard to own the sky, in a priceless shopping experience. IDEA & EXECUTION: Mastercard collaborated with noon.com, UAE’s homegrown e-commerce retailer, and using real-time astronomical data, the brand created “ASTRONOMICAL SALES”; a gamified promotion for all who registered their Mastercard as the card-on-file and purchased with it. As the sun diminished in real-time, the price diminished in real-time by the same percentage too, with discounts of 97% on products, at the peak of the eclipse. Regional news and media platforms competed to be the first to break the news of “the sale of the century” for “the sight of the century”. Through targeted outdoor, social content and interactive augmented-reality technology, more awareness was generated. Live eclipse viewing events across the country became live shopping experiences. And those who purchased with their Mastercard at the exact moment when the eclipse formed the Mastercard logo, were awarded with priceless experiences. RESULTS & EFFECTIVENESS: Regional news and media platforms competed to be the first to break the news of “the sale of the century” for “the sight of the century”. All products on sale, sold out completely. Noon.com witnessed an engagement that was 15-times higher than usual engagement. And we observed an astronomical increase in Mastercards on file, earning 18,282 new registered Mastercards in just 2 hours versus the average of 1,000 in 24 hours and 12,000 in one week.

Credits

Name Company Role
Tahaab Rais FP7 McCann MENAT Regional Head of Strategy
Fouad Abdel Malak FP7 McCann Dubai Regional Executive Creative Director
Oliver Robinson FP7 McCann Dubai Regional Executive Creative Director
Paulo Engler FP7 McCann Dubai Senior Art Director
Nerine Gardiner FP7 McCann Dubai Senior Copywriter
Daniel Osorio FP7 McCann Dubai Copywriter
Eduardo Cesar Guimaraes FP7 McCann Dubai Art Director
Tarek Ali Ahmed FP7 McCann Dubai Head of Account Management
Lucas Velasco Fuse FP7 McCann Dubai Motion Artist
Deydson Maik F Rocha FP7 McCann Dubai Senior Editor
Cynthia Chabu FP7 McCann Dubai Producer
Raghda Elmaghrabi FP7 McCann Dubai Account Director
Razan Jalloul FP7 McCann Dubai Account Manager
Wilbur D'Costa MangoJam Studio Executive Producer