CLIENT
Mastercard Middle East & Africa
Kirsten Wood, Marketing Director
Omaatla Kgotleng, Consumer Marketing
McDonald's Middle East Development Company
Tarek El Kady, Chief Marketing Officer
Amal Suleiman, Marketing Specialist
Dina Al, Marketing Director
AGENCY
Aunindo Sen, Executive Creative Director
Nerine Gardiner, Associate Creative Director
Paulo Engler, Associate Creative Director
Manar Abdullah, Head of Arabic
Sana Omran, Group Account Director
Mohamed Majali, Senior Account Manager
Neethu Jose, Senior Account Manager
Karim Hamze, Account Executive
Mario Morby, Regional Head of Strategy
Rifaat Fakih, Strategy Manager
Fouad Abdel Malak, Executive Creative Director
Josephine Younes, Creative Director
Nayyab Rais, Creative Director
Tarek Ali Ahmad, General Manager
Yosra Al Harouni, Senior Producer
Anis Zantout, Head of Digital
Ibrahim Hassan, Social Director
Kenza Djoudi, Content Manager
Hadi Abu Khuzam, Group Account Director
Amber Gan, Senior Account Manager
Big Foot Middle East FZ - LLC
Craft Dubai
Maarouf Bikdash, Line Producer
Lina Nasr, Post Producer
SUMMARY
In MENA, cash is king, with 1 in 2 consumers preferring to pay in cash.
Instead of giving people rational reasons to use contactless payment, Mastercard did something different.
We created a unique partnership with McDonald’s to show that cash slows down the serving of happiness and contactless speeds it up, which makes cashless payments a shortcut to happiness.
This resulted in an average of 76% YoY growth in contactless transactions across MENA, with markets like Egypt and KSA growing by 900% and 90% respectively.
