| Title | BUSINESS FACELIFT |
| Brand | MASTERCARD |
| Product/Service | MASTERCARD |
| Category |
B02. Use of Ambient Media: Large Scale |
|
Entrant
|
McCANN WORLDGROUP Warsaw, POLAND
|
|
Idea Creation
|
McCANN WORLDGROUP Warsaw, POLAND
|
Credits
| Bartek Klimaszewski |
McCann Worldgroup |
Creative Director |
| Marcin Sosiński |
McCann Worldgroup |
Creative Director |
| Catalin Dobre |
McCann Erickson Worldwide |
Chief Creative Officer |
| Adrian Botan |
McCann Erickson Worldwide |
Global Creatve Director |
| Bartosz Włodarczyk |
McCann Worldgroup |
Senior Art Director |
| Jarosław Michalski |
McCann Worldgroup |
Design and Art Director |
| Sylwia Rękawek-Michoń |
McCann Worldgroup |
Senior Art Director |
| Grzegorz Karwowski |
McCann Worldgroup |
Senior Art Director |
| Natalia Karawajczyk |
McCann Worldgroup |
Senior Copywriter |
| Magdalena Banasik |
McCann Worldgroup |
Senior Copywriter |
| Agata Pietraszko |
McCann Worldgroup |
Designer |
| Agnieszka Le Hong |
McCann Worldgroup |
Digital Designer |
| Małgorzata Tereszczenko |
McCann Worldgroup |
Account Director |
| Iwona Kowalczyk |
McCann Worldgroup |
Account Supervisor |
| Marta Życińska |
Mastercard |
Vice President, Marketing and Communications CEE |
| Paweł Kotowski |
Mastercard |
Director, Area Marketing |
| Marta Borówka |
Mastercard |
Manager, Consumer Marketing |
| Marcin Samek |
McCann Worldgroup |
Strategy Director |
| Paweł Sitnicki |
McCann Worldgroup |
Strategic Planner |
| Justyna Sztengreber |
Sztengreber |
PR Director |
| Dominika Grzegdala |
McCann Worldgroup |
TV & Print Producer |
| Małgorzata Chojnacka |
McCann Worldgroup |
Head of Social Media |
| Klaudia Karkulowska |
McCann Worldgroup |
Community Manager |
| Rafał Jastrzębski |
Craft Worldwide |
Video Postproduction Manager |
Why is this work relevant for Brand Experience & Activation ?
Mastercard is facelifting storefronts of small Polish shops. To help small business owners stay in business, we provide them with easy to use tips on modern marketing and digital solutions. Last but not least we encourage them to use our cashless technologies.
This creates a unique brand experience for both business owners, their clients and their local communities. Thanks to Business Facelift activation Poland is becoming pretty again.
Background
Situation: With the growth of large, international chain stores, Polish people lose their interest in small business. According to Businode Poland research, since 2009 our country lost over one hundred thousand small shops. The other peril comes from online trade, which is developing rapidly. But small companies are afraid of digital revolution and innovation.
Business objective: terminalisation of Polish SME sector and increase the number of cashless transactions in SME sector. Communication objectives: building awareness of Mastercard's support to SME companies and secondly - improving the quality of Polish commercial communication.
Describe the creative idea
To help small business owners stay in business and at the same time make Poland pretty again.
To do that we created Good Sign – a digital platform connecting merchants with signboard makers and designers. At www.dobryznak.org small business owners can also learn the basics of modern marketing. Those who implement Mastercard technologies could win a makeover of their storefront conducted by Traffic Design – winner of the Fast Company 2018 Innovation by Design Awards and our partner.
Describe the strategy
Brand’s meaningful role among all the target audiences and sectors is to enable to experience the priceless possibilities. In this case, to empower Polish SME and equalize the chances between large and small companies. Because well performing small companies are crucial for the economy, cardholders, and Mastercard. Small companies have always had problems when it comes to marketing communication. It was bad, amateur, ineffective. Not only was it discouraging to enter these points of sale, but it was also making the entire neighborhoods look hideous. With the upcoming landscape act, which obliged all the small companies to adhere to strict communication rules designed for specific cities, we wanted to own this subject and to educate business owners about importance and rules of proper marketing design. We felt it's the high time we've professionally changed the look and feel of the small shops.
Describe the execution
From the beginning we knew that Mastercard can provide cashless technologies and digital tools. It stands in no position to judge signboards.
That’s why we teamed up with two NGO’s specializing in urban design: Miastodwa, who is a cocreator of Polish landscape regulations, was responsible for creating marketplace www.dobryznak.org with its designers’ database, good practice and legal advice, while Traffic Design is a curator of the project and executor of all the work.
The platform was launched in June 2018.
To create organic buzz, we conducted a stunt: overnight we changed signboards on one of the busiest streets in Warsaw. Next launched a competition: those who use Mastercard technologies could win a makeover of their storefront.
It was supported with a standard campaign targeting SME (display, radio, OOH). At the same time, we used social media to build positive image of Mastercard among general public.
List the results
In the first month our campaign reached almost 5 out of 38 million Poles. Our market place gathered 25 independent design studios who started selling their services to merchants all around the country. In a limited time, it was visited by over 200k small business owners. Our competition initiated over 100 makeovers (some of them are still in the making).
69% of SME companies agreed the Mastercard supports small business. That’s 42% increase compared to campaign pretest.
79% of SME companies felt encouraged by the campaign to renew their signboards.
92% of SME companies want our campaign to be continued.