New media spaces are always hotly pursued by brands and recently, Mastercard managed to put their promotion in the sky.
Leveraging a rare eclipse, the likes of which hadn’t been seen in the UAE for 172 years and won’t show itself again for nearly a century, Mastercard launched a promotion entitled Astronomical Sales in which the eclipse directly influenced discounts on the shopping site, Noon.
Prices on Noon were diminished with the sun and, since the eclipse reached 97%, Mastercard holders also received 97% off an array of pre-selected products. But only for the brief window of almost-total coverage. Once the sun started revealing itself again, so too the prices increased, until the eclipse, and the sale was over.
On top of all this excitement, Mastercard rewarded two lucky shoppers with priceless experiential prizes – but only if they managed to pay for their purchases at one of the two exact moments in which the sun and moon intersected to form the Mastercard logo.
To excite the region about the upcoming sale, Mastercard secured some of the busiest out of home advertising spaces as well as an array of digital and print spots, while influencers were eagerly hopping on board to promote the sale of the century.
The agency was FP7 McCann Dubai.