Mastercard launched Roadside Market in 2021, a campaign that promotes equal access to market for small vendors across Romania. Mastercard turned roadside sellers into small businesses by connecting them to navigation app and creating a cashless payment system.
Unique Romanians reached
OTS in PR
In Romania, most of the small farmers do not have access to farmer’s markets.
Sellers who offer fruit, vegetable, and cheese, just put a table in front of their home by the road and wait for the buyers to find them. 99.9% of them do not afford to invest into receiving card payments.
Mastercard saw this as a huge opportunity to get involved in helping small farmers deliver their products to a large audience and, at the same time, promote in a very impactful manner the Mastercard payments.
Romania is also moving into a cashless society, and empowering card payments was the key to getting new clients and public at large to visit more small farmers.
We based our campaign on an enormously powerful insight: When card payments were encouraged to be used as part of the government recommendation to prevent COVID, the small farmers were left aside and needed help.
Our strategy was to create Roadside Market to help the farmers thrive by providing financial counselling and the digital context to promote their products.
Mastercard facilitated the financial process by digitalizing the payments and promoting the farmers and their products.
We integrated sellers to Waze, one of the most famous GPS navigation software apps, with customized pins that would pop up on the maps of drivers. This way anybody who wanted to buy fresh products from farmers would easily find them in their way.
All the pins put together represent a community of vulnerable farmers who were unable to sell their products because of COVID public market restrictions.
Our media mix included digital, targeted OOH (Out of Home) and Radio formats that detailed the mechanism and made easy for everybody to understand and to use it.
- Three Cannes Lions prizes: 1 Gold, 2 Silver for media and commerce
- Engagement rate 2,32%, 1.7 X higher vs. benchmark
- 1,08 CTR% vs. 0,37% benchmark
- 4,2 million reach, 20 million impressions
Campaign sparked a national conversation in traditional and online media, with the country’s 5 largest TV stations covering the news and an impressive OTS estimated at 28 million views in the first 48 hours;
The Romanian Agriculture Minister was impressed by the idea and asked how they could join to help extend this project as they see the initiative as a solution to boost sales in poor and isolated small farmers communities;
+ A lot of happy farmers who felt support when they need it the most.
Carat Romania: Mastercard Roadside Market
Mastercard launched Roadside Market in 2021, a campaign that promotes equal access to market for small vendors across Romania. Mastercard turned roadside sellers into small businesses by connect...
Apipet Lead Generation records
An underdog of the pet care industry, start-up Apipet was able to grow beyond objectives with smart strategy and sharp tactics in performance marketing. Ambitious goal was set at growing the rev...
Growth machine for Würth
Since 2018, we had been growing The Würth Group, world market leader in assembly and fastening materials, webshop to be a sales machine with focusing on the lower funnel and optimizing conversio...
The Code / dentsu Bulgaria
Our dentsu Team in Bulgaria executed The Code program as part of our social impact program. The initiative won “Greenest Educational campaign of the year” in Bulgaria at the B2B Media Awards 202...
Bonduelle influencer marketing
We worked with the 92 years old champion Elena Pagu to talk about healthy food & lifestyle. Campaign was for Bonduelle, crafted by Isobar Romania.
Isobar Bulgaria: Starobrno digital gallery
The beer brand Starobrno created a unique digital exhibition dedicated to urban creativity, portraying the brand’s new visual identity among works of famous local artists to bring much needed in...
Isobar Romania: H.ELL Cyber Cursed
We created a unique creative solution for a client with specific audience to cut through in cluttered media space.
dentsu x: No Name
No name is a line of grocery and household items sold by Loblaw Companies Limited, a Canadian company with stores available across the country. The brand provides an assortment of products high ...
Isobar created a location-based interactive audiobook to transform car rides into magical journeys
We built a fully realised, custom campaign management tool, Magpie, that uses bespoke AI, artificial intelligence, to analyse trending topics in real-time, and curate personalised trend recommen...
Wurth eCommerce strategy
B2B auto part provider Würth wanted to grow their webshop in Croatia. To be efficient, we crafted a strategy that kept B2C buyers out of the shop and grew sales in B2B target group.
Tourism campaign for Tele2 Croatia
iProspect Croatia designed a new strategy to sell more tourism packages. Surf & Call campaign broke the sales record of Croatian Tele2.
Dentsu Croatia: Wolt
Our strategy for the launch of Wolt in Croatia was chose as the best strategy in the annual Mixx awards.
BWM Dentsu: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
dentsu X: Sberbank
dentsu X used outdoor ads and unique online banners to drive applications for small business loans and provide communities with the services and shops needed in their area.
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
BC&F Dentsu: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong. This campaign drew attention to the subtle warning signs and actually saved a life.
Fetch: Telegraph Media Group
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
Isobar: General Motors
Driving transactions with Chevrolet through this immersive virtual showroom using spatial computing technology.