Safe Waze 2 Shop
Mastercard Poland
Issue 59 | June 2021
Agency
McCann Poland and McCann Toronto
Creative Team
McCann Worldgroup Poland Executive Creative Director Marcin Sosinski Creative Director Bartek Klimaszewski Art Directors Janka Szwykowska, Anna Solianyk Motion Designer, Art Director Malgorzata Wojtkowiak Motion Designers Magdalena Bak, Vladyslav Kravets Content Creative, Copywriter Lukasz Kolakowski Copywriter Zbigniew Marczak EVP Global Executive Creative, McCann Europe Pierre Lipton CCO McCANN Europe Adrian Botan Regional Creative Director, McCann Central Eastern Europe Catalin Dobre CCO McCann Canada Josh Stein Creative Directors, McCann Canada Mike Shuman, Gail Pak
Production Team
TV & Print Producer Dominika Grzegdala Video Postproduction Manager Rafal Jastrzebski
Other Credits
Group Business Director Malgorzata Tereszczenko Account Manager Igor Seweryn Strategy & SoMe Director Marcin Samek Strategic Planner Adam Stasiak Head of Social Media Natalia Zmuda Social Media Manager Klaudia Karkulowska Client Marketing Manager Ewelina Kundys Director, Head of Communications Anna Marciniak Marketing Director Jerzy Holub VP Area Marketing Marta Zycinska Director, Data Driven Solutions Marek Kolano Data Analyst Marta Pedzik
Date
May 2021
Background
According to PHE test and trace data, especially in the beginning of the pandemic, shops were the #1 place to be exposed to Covid 19. In the USA, according to the Journal Occupation & Environmental Medicine, 20% of supermarket employees tested positive for Covid 19, making this category of employees very exposed.
In line with its mission, doing well by doing good, Mastercard wanted to give a helping hand to their business partners and help keep consumers safe.
Idea
In a collaboration with McCann Warsaw and McCann Toronto, Mastercard Poland, created a data-driven tool allowing consumers to skip instore jams. Partnering with Carrefour stores across Poland and with Waze, people were guided to stores with lower traffic. To incentivize them, Mastercard created special promos in the Priceless Moments loyalty program that were only accessible in the less crowded hour of the morning. Thanks to the scalability of the tool and ease of implementation, it is now being developed with other retailers to make shopping safer and more convenient in the future.
Thus, rather than its most common function, avoiding traffic jams, Waze was used to avoid instore jams in synch with Mastercard’s proprietary data on consumer spending habits to direct customers to stores with fewer shoppers.
Results
It worked! The Waze navigation rate, the number of drivers exposed to the solution who changed their destination, reached 12.9%. When implemented in all +900 Carrefour supermarkets in Poland, the tool generated a 65,000 increase in transactions in one month.
Our Thoughts
I have a theory that the very smartest brand communication these days is founded on the principle of the three Is. Insight, Idea, Innovation. This is a perfect example. Data almost always throws up an insight, if you look at it forensically. The data in this case showed that there were bottlenecks of shoppers at certain times and in certain places. The idea that emerged from this was to direct shoppers to less crowded locations for their own safety as well as that of the shop staff. The innovation was to do this in Waze. Now tell people about your useful, usable new service and they will thank you for putting people first. It’s a cliché but true that those brands that walk the walk rather than talking the talk are the brands that thrive.