MasterCard - "Astronomical Sales (Board)" by PHNX Awards 2020
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| Titre | Astronomical Sales (Board) |
| Agence | FP7/DXB - McCann Worldgroup |
| Campagne | Astronomical Sales |
| Annonceur | Mastercard International |
| Marque | MasterCard |
| Date de première diffusion/publication | 2019 / 12 |
| Produit | E-commerce promotion |
| Secteur d'activité | Banque, finance, droit et assurance |
| Synopsis | In the slowest retail season (right after the festive shopping season), on 26 December 2019, Mastercard built a unique sale tied to a rare eclipse that was 172 years in the making. And associated its brand with where everyone would be looking. Since 97% of the sun would disappear, 97% of the price would disappear too on the region’s biggest online retailer, noon.com, getting people excited not only for the sight of the century, but also for the sale of the century. On the day of the eclipse, events were held across Dubai. People gathered with their phones in hand, tracking the eclipse in order to get the best prices. 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. For those who purchased at the exact moment when the eclipse formed the Mastercard logo… priceless prizes were awarded to shoppers. Suddenly, from 6:30 to 8:30 am, one day after Christmas day, Astronomical Sales brought the dead retail season back to life with 18,000 new Mastercards registered. Products on noon.com sold out in minutes and the brand was seen in a whole new light, as we left behind a priceless account of that one time nature painted the Mastercard logo in a live billboard in the sky. |
| Type de média | Digital |