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A PRICELESS DELIVERY

Silver

Case Film

Presentation Image

ClientMASTERCARD
ProductPRICELESS CAUSES
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
Type of EntrySectors
CategoryCharities, Public Health & Safety, Public Awareness Messages
TitleA PRICELESS DELIVERY
Product/ServicePRICELESS CAUSES
Entrant FP7/DXB Dubai, UNITED ARAB EMIRATES
Idea Creation FP7/DXB Dubai, UNITED ARAB EMIRATES
Media Placement FP7/DXB Dubai, UNITED ARAB EMIRATES
PR FP7/DXB Dubai, UNITED ARAB EMIRATES
Production FP7/DXB Dubai, UNITED ARAB EMIRATES

The Campaign

We drew people in Dubai in the most popular mall. And helped them deliver food to the children through an interactive wall. Through A PRICELESS DELIVERY medium (an interactive wall), we connected people who wanted to give to the displaced children, with the children themselves. And with every high-quality meal bought from Salma and delivered through MasterCard, we helped people feel as well as see the direct impact of their contributions.

Execution

At the very popular Dubai Mall, people were invited to buy a meal pack from MasterCard. People would buy a packet and step up to the wall. An infra-red range sensor would detect them and show them a recording of a child reaching out on screen. As they inserted the pack into the slot, another sensor detected the colour and movement of the pack. This information was fed to a computer in real-time. And the recording on screen showed the child receiving the same pack in one seamless motion. This experience transformed the way people have donated in the UAE. We attracted people to the wall through targeted messaging across key shopping and delivery channels such as Supermarkets, Food Courts and Shopping Sites Social events and posts helped with amplifying the invitations. And deliveries continued, beyond the wall, through a mobile platform.

MasterCard played its part: It did not charge fees. Owing to the government’s involvement, mall space, the wall and the tech were pro bono. The filming was done by volunteers to reduce costs and give more to the cause. Additionally, MasterCard contributed financially to the cause. And also, allowed other payment solutions to be accepted too. 440+ Press articles raised awareness. $530,000 Earned media attracted participation. 109,000 participants across 53 nationalities, in just 30 days, connected to the children. “Very happy to be part of this with my daughter. Helping children by making a real difference. Love it and may you all be blessed.” (Faisal Al Ansari) $1.09 million collected funded 400,000+ meals delivered (and counting) that mattered to thousands. Additionally, 117,000 meals were delivered to refugees outside the Middle East. “This has helped 100,000s of people globally.” (His Excellency Tayeb Al-Rais, Secretary General of Awqaf and Minors Affairs Foundation)

The Situation

MasterCard seeks to be a “Force for Good”. Priceless Causes is one of its key pillars; where it connects those, who are underserved, to opportunities, through its technology solutions. MasterCard wanted to play an active role in helping alleviate the scarcity of food aid due to the refugee crises in the Middle East. So, we set-up a system to deliver quality food. And because people wanted to help but didn’t know how to send quality food or ensure it gets delivered, through an interactive experience, we helped people feel as well as see the direct impact of their contributions.

The Strategy

People wanted to see quality food being sent and ensure it gets delivered. First, high-quality food packs and a system to distribute the packs needed to be set-up. For MasterCard Priceless Causes, we partnered with Dubai’s Government initiative called Salma and created high-quality meals. Next, using NASA’s packing technology, the meals were securely packaged and a distribution system was established. Now, we needed to show people how their contributions were sure to reach the children, even from miles away. MasterCard needed to bring its brand positioning of “Connecting people to priceless possibilities” to life. And we helped the people in Dubai deliver the food to the children, removing the metaphorical wall put between them and the children, by creating an interactive wall in a popular hotspot - Dubai’s leading mall. The innovative and immersive experience was much needed as that would attract people away from “charity apathy” to actively participate.

Credits

Name Company Position
Paul Banham FP7/DXB Executive Creative Director
Tahaab Rais FP7/MENA Regional Head of Strategic Planning / Creative Strategy Director
Josephine Younes FP7/DXB Creative Director / Art Director
Nayaab Rais FP7/DXB Creative Director / Copywriter
Spiro Malak FP7/DXB General Manager – Business Unit
Deblina Gupta FP7/DXB Account Director
Sooraj TR FP7/DXB Creative Technologist
Sameer Islam FP7/DXB Strategic Planning Manager
Razan Jalloul FP7/DXB Account Manager
Anis Zantout FP7/DXB Business Director – Digital
Erol Salcinovic FP7/DXB Design Director
Sameer Ketkar, Kuba Skowronski, Salvador Porteria, Rey Amio FP7/DXB Senior Designers
Asitha HB FP7/DXB Illustrator
Uday Desai, Pankaj Nainwal FP7/DXB Senior Technical Lead
Khaled Hamza, Sreenivas Kuniyil FP7/DXB Creative Services Manager and Assistant Production Manager
Jad Hindy FP7/DXB Regional Head of Innovation
Dolly Saidy MINT MENA Production Consultant
RGB RGB Editing
Ashraf Muhammadunny FP7/DXB Motion Artist and Editor
Amit Borawake FP7/DXB Retoucher
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