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Top 6: May 5th 2021

MasterCard: Roadside Market

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Top 6: May 5th 2021
Mastercard has launched Roadside Market, a campaign that promotes equal access to markets and financial independence for small vendors that are now part of the informal economy. The Roadside Market campaign has transformed roadside vendors into real small businesses and connected them through the popular Waze driving directions app to the biggest community of drivers in the world. What’s more, these vendors will now have access to a cashless payment system built just for them by Mastercard. When opening Waze for road guidance, 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. Consumers are presented with a short description and a a dedicated PIN to use to make a payment, while every seller will have a POS for cashless payments – provided by Mastercard. All over the world, roadside vendors are often seen as a low-income or underground marketplace. They are often unable to reach larger consumer markets to sell their products. Mastercard believes that these vendors should be seen and respected as micro-entrepreneurs. The campaign was initiated in Romania, but it offers a global example for how roadside vendors can be digitalised, integrated and put in a position of bringing even more value to their communities and to the economy as a whole. When launched in Romania, the ROADSIDE MARKET sparked a national conversation in traditional and online media, with the country’s 5 largest TV stations covering the news and an impressive OTS estimated at 28 million views in the first 48 hours. In the first days since the launch, over 300 street vendors and small producers from all over Romania have reached out to Mastercard asking to join the program. For Romania, small producers are invited to register their small business on The local business association My Transylvania will offer the vendors all the support they need to set up their official pin on Waze and gain access to the other assets in the campaign.
Credits Other credits

Catalin Dobre : CEE Creative Director and Chief Creative Officer for MCCANN WORLDGROUP

Stefan Chiritescu : Head of Strategy McCann Bucharest

Dragos Vintu : Business Lead McCann Bucharest

Patricia Arbanas : International Business Director, Global Brands MWG

Alexandra Albu : Group Account Director McCann Bucharest

Lucia Rosu : Jr Account Manager McCann Bucharest

Tiberiu Munteanu : Head of AV Production MWG

Anca Crisan : AV Producer MWG

Laura Belc : Experience & Design Creative Director MRM Romania

Alex Budin : Head of Technology MRM Romania

Madalina Ciocan : Social Media Manager MRM Romania

Andreea Sofrone : Group Account Director MRM Romania

Madalina Anghel : Senior Account Manager MRM Romania



Alexandra Siminiuc : PR Manager

Rafaela Bachios : Media Associate

Oana Iosifescu : Senior Media Associate

Catalina Popescu : Media Associate

Marina Constanda : PR Director



Cristina Țigău : Digital Lead

Cristian Costache : Media Client Lead


Raluca Nicolaescu: Head of Marketing Mastercard Romania

Laura Stefan: Director Commercial and Non-traditional Business Development, Mastercard Romania

Robert Stoica : Business Development Manager, Mastercard Romania

Bogdan Pătru: Public Policy Director Romania and Croatia, Mastercard

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