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.
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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