astronomical
sales
Client
Mastercard MEA
Year
2019
AGENCY
Publicis Sapient & FP7
Art Director: Rhea Jhaveri
Motion Graphic Designer: Rhea Jhaveri
Copywriter: Fiona Falconer & Vinay
Account Manager: Hashim Yusuf
Account Lead: Manal Ghali
A 360 marketing campaign in partnership with Noon & Mastercard. This included social media platforms (such as Tik-Tok, Instagram and Facebook), digital platforms (such as EDMs, banners and ads) as well as an on-ground activation.
Location
Dubai
The day after Christmas, at 6:30 am, Mastercard leveraged a unique solar eclipse and won the attention of shoppers across the Middle East, when they put their promotion in the sky.
During this rare eclipse, 97% of the sun would disappear, so Mastercard teamed up with one of the region’s biggest online retailers, noon.com, to give Mastercard holders up to 97% off a range of products in this exciting promotion, entitled Astronomical Sales.
When the eclipse started, so did the sale. And as the sun diminished, so did the prices, reaching discounts of 97%, and returning gradually to full price.
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Additionally, to those who purchased at the exact moment the eclipse formed the Mastercard logo, priceless prizes were awarded.
On 26th December 2019, the sun and the moon teamed up to paint the Mastercard logo in the sky. We, as the marketing agency for Mastercard MEA decided to take advantage of nature and give it’s customers the ‘sale of the century’.
We partnered with Noon, an e-commerce company in Dubai, where the prices were diminished as the sun and moon came together to form the Mastercard logo in the sky. In other words, the less of the sun you see, the less you pay.
Once the sun starts revealing itself again, so will the prices increase, until the eclipse, and the sale, are over.
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Priceless results:
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The results were phenomenal for the region, with this 2-hour promotion seeing products selling out in minutes and a change of behavior in a cash-on-delivery region.
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Awarded categories:
Online (Financial advertising: Use of Discipline/Medium): Gold
Credit Card (Financial Advertising: Consumer): Gold
Marketing + Promotions (Financial advertising: Use of Discipline/Medium): Gold
Outdoor/Transit/ Out-of-home (Financial advertising: Use of Discipline/Medium): Silver
Financial Service Provider (Financial advertising: Use of Discipline/Medium): Bronze
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