Mastercard / UAE / 2019Creative Commerce · Experiential · OOH · Promo
Astronomical Sales.
Mastercard and noon tied an online sale to a rare solar eclipse, making discounts change as the moon crossed the sun.
- Brand
- Mastercard
- Agency
- FP7 McCann Dubai
- Market
- UAE
- Region
- GCC
- Year
- 2019
The challenge
Generate excitement and cardholder engagement around a rare eclipse and a post-Christmas shopping moment.
The idea
As the eclipse progressed, selected prices on noon fell in step with the sun's coverage, reaching up to 97% off for Mastercard holders. Viewing events, outdoor media and influencer activity built anticipation.
Case study source: Campaign Middle East Source ↗
Awards
- Loeries 2020 — Grand Prix, Integrated Campaign (https://campaignme.com/loeries-creative-week-ends-with-impact-bbdo-dubai-and-fp7-mccann-dubai-winning-grand-prix-awards/)
- Cannes Lions 2021 — Bronze, Brand Experience & Activation (https://campaignme.com/cannes-lions-announces-final-winners/)
- Caples Awards 2021 — Gold, Creative Use of Data (https://caples.org/2021-winners-results/?cat=Creative+Use+of+Data&id=69)
- New York Festivals 2020 — three Gold, one Silver and one Bronze, as reported by Mastercard (https://www.mastercard.com/news/eemea/en/newsroom/press-releases/en/2020/may/mastercard-s-uae-astronomical-sales-wins-big-at-new-york-festivals/)
Credits
- Brand
- Mastercard
- Retail partner
- noon.com
- Creative agency
- FP7 McCann Dubai
- Media distribution
- Carat MENA
- Production company
- Nudge Media
- Executive creative director
- Fouad Abdel Malak
- Executive creative director
- Oliver Robinson
- Strategist
- Tahaab Rais
