Mastercard / PolandDigital & Tech
Where to Settle.
Mastercard built an online tool that helped Ukrainian refugees in Poland choose a town to live in, steering them away from overcrowded big cities towards places with jobs and housing.
- Brand
- Mastercard
- Agency
- McCann Warsaw
- Market
- Poland
- Region
- Global
The challenge
Refugees from Ukraine were crowding into Poland's largest cities, while smaller, less-known towns that could offer them housing and work stayed off their radar.
The idea
Refugees filled in a short anonymous form about their family, skills and preferred work. The tool then compared towns on cost of living, salaries, housing and job opportunities, using Mastercard's anonymised spending data and Polish statistics office data. It was built with Morizon-Gratka Group and promoted by the Polish government and the Association of Polish Cities, with social films of locals inviting refugees to their towns.
Results
- The case study reports about 242,000 unique visitors and 73,700 completed forms.
- Mastercard estimates that around 20% of Ukrainian refugees in Poland benefited from the platform, according to the case study.
Case study source: Ads of the World Source ↗
Awards
- Cannes Lions 2023Direct – D04 REAL-TIME RESPONSEGold
- Cannes Lions 2023Direct – F03 SINGLE-MARKET CAMPAIGNBronze
- Cannes Lions 2023Brand Experience & Activation – B03 USE OF WEBSITE / MICROSITESSilver
- Cannes Lions 2023Titanium – A01 TITANIUMTitanium
- Cannes Lions 2023PR – B03 REAL-TIME RESPONSEBronze
- Cannes Lions 2023Creative Data – A10 DATA INTEGRATIONBronze
- Cannes Lions 2023PR – E05 SPONSORSHIP & BRAND PARTNERSHIPGold
- Cannes Lions 2023Direct – A08 CONSUMER SERVICES / BUSINESS TO BUSINESSSilver
- Cannes Lions 2023Sustainable Development Goals – C01 DECENT WORK AND ECONOMIC GROWTHGrand Prix
Credits
- Creative agency
- McCann Warsaw
- PR
- Carat
- Additional company
- Brand New Galaxy
- Production
- Dynamo
- Additional company
- Spark
- Head of Marketing and Communication Poland, Czech Rep & Slovakia, Mastercard
- Jerzy Hołub
- Consumer Marketing Manager, Mastercard
- Małgorzata Szczerbińska
- Communications Director, Mastercard
- Anna Marciniak
- Consumer Marketing Manager, Mastercard
- Ewelina Różycka
- Data Driven Solutions Director, Mastercard
- Marek Kolano
- Data Scientist, Mastercard
- Konrad Kujszczyk
- General Manager Poland, Mastercard
- Marta Życińska
- General Manager Southeast Europe, Mastercard
- Bartosz Ciołkowski
- Chief Innovation Officer, McCann
- Marcin Samek
- Senior Strategic Planner, McCann
- Maria Gajkowska
- Managing Director, McCann
- Małgorzata Tereszczenko
- Managing Director & Executive Creative Director, McCann
- Marcin Sosiński
- CGH & Senior Copywriter, McCann
- Mateusz Gaca
- Senior Art Director, McCann
- Adam Głowacki
- Junior Copywriter, McCann
- Anna Posuniak
- Junior Art Director, McCann
- Barbara Olech
- Motion Designer, McCann
- Magdalena Bąk
- Graphic Designer, McCann
- Kamil Rekosz
- Senior Account Manager, McCann
- Anna Sokołowska
- Account Supervisor, McCann
- Piotr Łopuszański
- Senior Account Executive, McCann
- Gabriel Przyborowski
- Broadcast Producer, McCann
- Damian Szojda
- Traffic Manager, McCann
- Jędrek Zamorowski
- Global Executive Creative Director, McCann
- John Mescall
- Global ECD, CCO McCann Europe
- Adrian Botan
- Global ECD, CCO McCann New York
- Pierre Lipton
- CEE Regional Creative Director, CCO McCann Romania
- Catalin Dobre
- Creative Director Europe, McCann
- Costin Bogdan
- Creative Director Europe, McCann
- Luca Corteggiano
- SVP, Group Creative Director, McCann
- Leopold Billard
- SVP, Group Creative Director, McCann
- Jordan Kramer
- Global Product Excellence Director, McCann
- Carmen Bistrian
- SVP Director of Creative Excellence and Operations, McCann
- Stella Warkman
- SVP, Business Director and Sustainability Lead, McCann
- Patricia Arbanas
- Group Account Director, McCann
- Alexandra Albu
- Regional Account Manager Europe, McCann
- Jessica Selby
- Head of Reputation, McCann
- Alice Reindlová
- Chief Communications Officer UK & Europe, McCann
- Jessica Bayat
- Head of PR & Communication, McCann
- Artur Osak
- EVP, Head of Design, McCann
- Matt van Leeuwen
- Design Director, McCann
- Ethan Buller
- Designer, McCann
- Jami Rubin
- Senior Post Producer, McCann
- Liz Snyder
- Senior Post Producer, McCann
- Bianca Muccia
- Editor, McCann
- Ilya Katsap
- Assistant Editor, McCann
- Ned Steves
- Graphics Artist, McCann
- Eric Foster
- VP, Director Video Post Production, McCann
- Karen Hennegan
- Senior Audio Engineer, McCann
- Nick MacDonald
- Senior Account Manager, Brand New Galaxy
- Aneta Bebelska
- Senior Project Manager, Brand New Galaxy
- Izabela Łabuńko
- PR Manager, Carat
- Iwona Nawrocka-Kilinowska
- PR Manager, Carat
- Aleksandra Gołda
- Client Partner, Carat
- Ilona Szynkowska
- Senior Communication Planner, Carat
- Monika Hajdrowska
- CEO/Executive Producer, Dynamo
- Maciej Maciantowicz
- DOP, Dynamo
- Iwo Rachwał
- Film Director, Dynamo
- Tomasz Okulicz
- Motion Designer, Spark
- Rafał Jastrzębski
- Motion Designer, Spark
- Artem Zubarev
