Piraeus Bank Bulgaria joins forces with Unicef!

Piraeus Bank Bulgaria has launched a MasterCard credit card along with Unicef; each transaction accomplished with this special card entails the donation to Unicef by both the card holder and the bank. 

The campaign is itself a Corporate Social Responsibility (CSR) action launched in May 2011 and promoted via TV commercial, Print material (Point of sales and print ads) as well as internet by the launch of a microweb. Both the ‘’Petite Prince’’ creative of the card plastic as well as the touching and emotional story of the TVC aim at attracting the public interest and inviting people to contribute to Unicef in favor of kids that need extra reasons as well as psychival strength to smile :) The bank itself becomes an activist by additionally donating to the Unicef foundation!

The tv commercial is shot in black and white, dark colors trying to project the melancholy, sadness and misery featuring the kids’ lives. While everybody goes out with friends, has a drink and some fun, thousands of children are not in equivalent situations; they live in institutions, may not have parents, but they do preserve some hope deep inside! So, Piraeus Bank invites people to join its CSR action and together help these children save their hope for tomorrow! Since images speak louder than words, N*joy the artwork of the respective subtitled tv commercial ! 

MasterCard MARKETPLACE pops up in the streets...

After presenting the FOREVER 21 interactive OOH promotion in Times Square where a real model interacted with the passer bys via a giant video wall and also VISA creating its social media space RIGHTCLIQ where members gather , discuss and decide about their shopping, here comes MasterCard with its MARKETPLACE launched in the streets. Digital screens are placed in the streets, out of home media, nearby shopping areas and with detectors and RSS feed mechanisms , they show images to purchase at real bargains targetting thus the walking pedestrians :)
the full article is featured in AdWeek as follow:

MasterCard Takes E-Commerce to the Streets



Retail displays consist of motion sensor-activated screens on which items like purses, laptops and sneakers appear. MasterCard has launched an out-of-home campaign to promote its MarketPlace e-commerce site. The goal? To get consumers' attention both online and offline. The credit card brand has put up storefront ads featuring black-and-white vinyl panels and taglines like "A smarter way to shop online" and "Where bargains find you." The effort, which includes ads in New York, Chicago, Miami and Philadelphia, wraps up this month. The displays, set up in busy retail locations, consist of motion sensor-activated screens on which items like purses, laptops and sneakers pop up when someone walks by. There is also a mobile component: Pedestrians can view the latest offers via MasterCard MarketPlace's RSS feed and e-mail deals to themselves. MasterCard hopes "to capitalize on consumers' dual online-offline shopping behavior by directly placing the MasterCard MarketPlace 'shop smarter' message within the physical, brick-and-mortar shopping experience," said Cheryl Guerin, the company's svp of digital marketing. Storefronts were a "natural channel extension," she said. In addition to the OOH campaign, MasterCard is running TV, print and online ads to promote its MarketPlace business. Digital efforts include tweeting "overwhelming offers," which are "time-sensitive" deals offered daily on the site, Guerin said. The company did not disclose the campaign's cost. It is, however, the first time MasterCard has launched an interactive outdoor initiative to support a larger marketing push. GSD&M Idea City, digital agency R/GA and Inwindow Outdoor worked on the campaign.
MasterCard spent $164 million on advertising in 2009 and $31 million through the first five months of this year, excluding online, per Nielsen.  


- Elaine Wong, Brandweek