Mastercard: Roadside Market
Mastercard wanted to help small farmers overcome challenges in accessing traditional markets due to middlemen. They sought a solution to connect farmers directly with consumers, leveraging technology to improve market access and support local economies. The goal was to demonstrate Mastercard's commitment to inclusive growth.
Creative Idea
Mastercard used Waze to map roadside farmer stands, connecting buyers directly.
Mastercard leveraged Waze technology to create pins for small farmers' roadside stands, directly connecting them with consumers and cutting out middlemen, thus providing farmers with better market access and consumers with fresh, local produce.
Turning the National Road Network into a Digital Supermarket
Hijacking Waze for Financial Inclusion
Mastercard and McCann Bucharest executed a technical "hack" of the navigation app Waze, transforming it from a simple GPS tool into a real - time retail platform. By creating custom pins that triggered as drivers approached rural vendors, they effectively mapped an informal economy that had previously been invisible to digital commerce. This was a critical pivot during the COVID - 19 pandemic; while the government urged cashless payments for safety, 99.9% of roadside sellers were cash - only. To bridge this gap, Mastercard provided physical POS terminals and financial counseling to farmers in regions like Jibert and Transylvania, turning vulnerable producers into recognized micro - entrepreneurs.
Scaling Beyond the Roadside
The campaign’s impact reached nearly 25% of the Romanian population, generating 20 million impressions and a click - through rate nearly 3x the industry benchmark. The initiative was so culturally resonant that it caught the attention of the Romanian Minister of Agriculture, who publicly sought ways to integrate the "Piata La Drum" platform into national government strategy. Beyond the numbers, the project shifted Mastercard’s brand perception from a transactional utility to a purpose - driven leader. As Cristian Costache of Carat Romania noted, the goal was to fight for inclusion in the digital economy across Southeast Europe, proving that GPS data could be used for social equity rather than just commercial tracking. The partnership with the My Transylvania Association ensured the project supported the most vulnerable farmers, eventually sparking a national debate that led to the formal recognition of "peasant" vendors as legitimate business entities.
Creative Strategy Deconstructed
Company
Mastercard could credibly deliver innovative payment solutions and market access by leveraging its technological expertise and network.
Category
Small farmers typically rely on middlemen, limiting their direct market access and reducing their potential profits.
Customer
Consumers wanted fresh, local produce and to support farmers directly; farmers sought better market access and fair prices.
Culture
A growing desire for local, sustainable food and direct farmer support, coupled with widespread navigation app usage.
Company
Mastercard could credibly deliver innovative payment solutions and market access by leveraging its technological expertise and network.
Category
Small farmers typically rely on middlemen, limiting their direct market access and reducing their potential profits.
Strategy:
Empower small farmers by using technology to create direct market access, fostering local economies.
Customer
Consumers wanted fresh, local produce and to support farmers directly; farmers sought better market access and fair prices.
Culture
A growing desire for local, sustainable food and direct farmer support, coupled with widespread navigation app usage.
Strategy:
Empower small farmers by using technology to create direct market access, fostering local economies.
Strategy Technique
Build an Utility, Not an Ad
Mastercard created a practical tool - Waze pins - to directly connect farmers with consumers. This initiative solved a real market access problem, making the brand indispensable.
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Creative Technique
Technology
The campaign directly applied Waze's location technology to create a new market channel. It used digital mapping to solve a physical distribution problem for small farmers.
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