Mastercard: Astronomical Sales

In the slowest part of Dubai's retail season, payment card brand Mastercard built a unique sale tied to a rare eclipse that put its brand literally in full view of the country's shoppers.

Campaign details

Brand: MastercardBrand owner: MastercardLead agency: FP7 McCann DubaiContributing agencies: Carat, DigitasLBIMarket: United Arab EmiratesIndustries: Credit cards & loansMedia channels: Events & experiential, Mobile & apps, Online display, Outdoor, out-of-home, Print - general, unspecified, Public relations, Sales Promotion, Social media, Virtual & augmented realityBudget: 500k - 1 million

Executive summary

In the slowest part of Dubai's retail season (right after the festive shopping season), on 26 December 2019, payment card brand Mastercard built a unique sale tied to a rare eclipse that had been...

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