Mastercard - "Roadside Market"

In Romania, small local farmers are often blocked from large markets by legislation. So they end up selling their goods at the roadside. Mastercard decided to help them by turning their problem into an advantage. Thanks to GPS navigation app Waze and its agency McCann, the farmers were each given their own customized pin, making them clearly visible to drivers on the interactive map. Messages even encouraged drivers to stop and try certain wares – and pay using Mastercard, of course. The project boosted sales for the farmers and created a new base of regular customers. It also helped small farmers enter the digital era and gave grateful drivers access to fresh produce. The perfect destination.