Astronomical Sales By master card
Mastercard organized a unique sale tied directly to a solar eclipse that hadn’t been seen in the region for 172 years, “Astronomical sales”. The eclipse presented an ideal opportunity to capitalize on what would essentially be Mastercard’s logo in the sky .
Campaign Overview
Cause :
Encourage online shopping using Mastercard in the UAE. Stand out in a region with a high preference for cash on delivery.
The Idea :
Leverage a rare astronomical event – a solar eclipse – to create a unique, time-bound sale.
Concept :
As the sun gets covered during the eclipse, prices on a partner website would decrease proportionally.
Execution
- Perfect Timing : The campaign coincided with a rare solar eclipse, unseen in the region for over 170 years.
Partner Up : Mastercard teamed up with noon.com, the UAE’s biggest online retailer. - Dynamic Discounts : During the eclipse, prices on noon.com dropped as the percentage of the sun covered by the moon increased.
- Discounts reached a staggering 97% at the peak of the eclipse!
- Priceless Prizes : For those who purchased exactly when the eclipse formed the Mastercard logo in the sky, even greater prizes were awarded.
Marketing Strategy :
To create excitement, Mastercard secured busy out-of-home advertising spaces in the UAE.
They also used digital and print creatives to promote the event.
Impact and Results
- Sales Surge : The campaign led to a significant increase in online purchases using Mastercard, with 18,000 new cards registered on noon.com.
- Brand Recognition : Mastercard’s innovative approach earned them recognition as a forward-thinking brand.
- Award-Winning : The campaign received numerous awards, solidifying its success.
Lessons Learned
- Think Outside the Box : Don’t be afraid to leverage unique events to create memorable marketing experiences.
- Strategic Partnerships : Partnering with the right brands can amplify your campaign’s reach and impact.
- Data-Driven Marketing : Understanding customer preferences (cash on delivery) helped tailor the campaign effectively.
