MASTERCARD’S SAFE WAZE 2 SHOP RECOGNIZED BY CANNES, WEBBYS, ONE SHOW
06.23. 2021

MASTERCARD’S SAFE WAZE 2 SHOP RECOGNIZED BY CANNES, WEBBYS, ONE SHOW

We’re thrilled that our Safe Waze 2 Shop work for Mastercard is being recognized during this year’s award season: at Cannes in the Mobile category; at the One Show for Creative Use of Data: Innovation in Lockdown; and by the Webbys for Apps and Software: Integrated Mobile Experience and Apps and Software: Financial Services.

It’s a great story of how a smart, innovative idea borne out of our Toronto team had the power to cross borders and come to life in Europe. Here’s how it happened:

When the pandemic was in its earliest days, the call went out across the McCann global network for ideas that could help Mastercard cardholders and retailers navigate the pandemic. Two of our incredibly talented creative directors, Mike Shuman and Gail Pak, came to the table with a tech- and data-driven idea to create a safer shopping experience. The creative idea was adopted by Mastercard Poland and, together, McCann Canada and McCann Poland pulled off this smart shopping idea.

Introducing Safe Waze 2 Shop – Powered by Mastercard

During the pandemic, grocery stores became one of the most dangerous places to be – for both shoppers and store employees. No one wanted to risk being in line-ups or crowds. Our creative team had the idea to combine Mastercard’s robust, real-time shopping data with Waze technology. But, instead of using Waze’s most common function – avoiding traffic jams – we used Waze to avoid in-store traffic jams and keep grocery stores a safe place to visit.

Here’s how it works: Using Mastercard’s proprietary real-time data on consumer spending trends, Waze directs shoppers to the least congested store locations and provides them the safest hours to shop. To sweeten the incentive to shop at low-capacity times, Mastercard created special offers shoppers could access only when the grocery store was empty.

Check out the full case study video here.