Mastercard teams up with Waze to help local farmers sell at roadside stalls

Project from McCann in Romania gives them their own personalized pin design and a system to take cashless payment

Published On
Apr 26, 2021

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Mastercard has teamed up with Waze, the driving directions app, in Romania, in an initiative designed to help farmers who sell their produce at roadside stalls become small businesses.

Small producers are invited to register and are given their own personalized pin design to put on the map. When opening Waze, potential customers can see in real time all the local producers that sell their products on the road, in front of their homes, in their gardens or other non-commercial locations, together with a short description. Mastercard also provided the producers with a system to take cashless payments. 

The project is by McCann Bucharest, and the agency believes it has global potential.  “Globally, not only in Romania, the economies are moving towards cashless," explained Catalin Dobre, chief creative officer, McCann Worldgroup and regional creative director, McCann CEE. "In this context, the roadside vendors that operate in the informal sector are vulnerable. They are in need of digital solutions that help them gain visibility and become a more important part of the economy. Reinventing the market place in a digital space like Waze literally puts these micro entrepreneurs on the map. This is an idea starting in Romania, but it can offer inspiration for many countries that encounter similar problems."


Apr 26, 2021
Client :
Agency :
Head of Marketing Mastercard Romania :
Raluca Nicolaescu
Director Commercial and Non-traditional Business Development Mastercard Romania :
Laura Stefan
Business Development Manager Mastercard Romania :
Robert Stoica
Public Policy Director Romania and Croatia Mastercard :
Bogdan Pătru
CEE Creative Director and Chief Creative Officer for MCCANN WORLDGROUP ROMANIA :
Catalin Dobre
International Creative Director MCCANN WORLDGROUP ROMANIA :
Andres Vergara
Executive Creative Director McCann Bucharest :
Ruxandra Papuc
Executive Creative Director McCann Bucharest :
Costin Bogdan
Group Creative Director McCann Bucharest :
Adrian Rusu
Art Director McCann Bucharest :
Sabina Popa
Head of Strategy McCann Bucharest :
Stefan Chiritescu
Business Lead McCann Bucharest :
Dragos Vintu
International Business Director Global Brands MWG :
Patricia Arbanas
Group Account Director McCann Bucharest :
Alexandra Albu
Jr Account Manager McCann Bucharest :
Lucia Rosu
Head of AV Production MWG :
Tiberiu Munteanu
AV Producer MWG :
Anca Crisan
Executive Creative Director MRM Romania :
Simona Suman
Experience & Design Creative Director MRM Romania :
Laura Belc
Art Director MRM Romania :
Alina Calfa
Senior Copywriter MRM Romania :
Maria Matei
Head of Technology MRM Romania :
Alex Budin
Social Media Manager MRM Romania :
Madalina Ciocan
Group Account Director MRM Romania :
Andreea Sofrone
Senior Account Manager MRM Romania :
Madalina Anghel
PR Agency :
PR Manager :
Alexandra Siminiuc
Media Associate :
Rafaela Bachios
Senior Media Associate :
Oana Iosifescu
Media Associate :
Catalina Popescu
PR Director :
Marina Constanda
Media Agency :
Digital Lead :
Cristina Țigău
Media Client Lead :
Cristian Costache

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