LLLLITL's video: Mastercard - Where to Settle case study

Mastercard views Financial Inclusion not only as a core aspect of its brand identity but also as a fundamental business strategy. By expanding access to economic opportunities, Mastercard believes it benefits individuals, society, and the company itself. This campaign embodies Mastercard's ethos of "Doing well, by doing good," leveraging data responsibly to serve society. Through initiatives like the Where to Settle project, Mastercard demonstrates its commitment to assisting Ukrainian refugees settling in Poland, thereby promoting stability in their lives. In response to the conflict in Ukraine, nearly 10 million refugees have sought refuge in Poland, with the country welcoming a significant portion of them. However, the influx of refugees into major cities has exacerbated issues such as soaring rental prices, heightened job competition, and inflation. Recognizing the need to alleviate pressure on urban centers, efforts have been made to redirect refugee movement towards smaller cities. IDEA In response to the challenge, we devised the "Where to Settle" tool. This innovative platform utilizes anonymized data from Mastercard and information from the Polish Central Statistical Office to reliably present living costs across different-sized cities in Poland. By leveraging this unique data, the tool offers personalized insights without compromising sensitive information. Through a simple anonymous form, refugees can provide their location, situation, and needs, receiving customized and essential information tailored to their circumstances. The aim of the "Where To Settle" digital platform is to alleviate challenges by guiding refugees to the most promising areas in Poland that best suit their abilities and needs, facilitating their transition to new homes. STRATEGY In the initial months of the conflict, a significant portion (34%) of refugees struggled to choose where to settle in Poland. This uncertainty heightened their distress and hindered their ability to achieve independence. Gradually, the focus shifted towards finding a place where they could establish a sense of belonging. Recognizing that housing alone wasn't sufficient, we understood the importance of employment for refugees. This realization led to the development of a platform aimed at providing comprehensive support, assisting refugees in finding housing in smaller, lesser-known towns while also helping them secure satisfactory employment opportunities. Additionally, our strategy aimed to align refugee needs with those of local communities, leveraging the mutual benefits and opportunities they offer. This approach enabled us to address concerns regarding the impact of refugees on local communities effectively. EXECUTION The "Where To Settle" platform, developed in collaboration with Morizon-Gratka Group, a prominent Polish news organization, serves as a comprehensive digital tool. It harnesses Mastercard's spending insights and customized data from the Polish Central Statistical Office to provide valuable information for those seeking new homes. Users input preferences such as employment preferences and family size, and the platform generates data on average cost of living, salaries, housing options, and economic opportunities across different regions. Supported by the Polish government and the Association of Polish Cities, the platform aims to assist individuals and families in finding areas where they can thrive. Additionally, a digital and social media campaign featuring locals from various Polish cities encourages refugees to consider settling in these areas by showcasing their highlights and attractions. Targeted at Ukrainian refugees in major cities, the campaign aims to promote relocation to smaller towns and foster community integration. RESULTS - Our platform garnered significant engagement, attracting 242,170 unique users and prompting 73,700 completed forms. Based on data from Where to Settle and the number of Ukrainian refugees in Poland, we estimate that approximately 20.05% of refugees benefited from the platform. - The "Where to Settle" initiative also notably enhanced Mastercard's perception, particularly in key areas such as "technological" (+12 in UA), "modern" (+14 in UA), and "social" (+14 in PL, +11 in UA). - Furthermore, the platform contributed to a notable increase in Mastercard's usage intent among non-users. Following engagement with the platform, 57% of Poles and 80% of Ukrainians expressed an intent to use Mastercard services. AWARDS Cannes Lions 2023 - Sustainable Development Goals Grand Prix - 1 Titanium Lion - 1 Gold, 1 Silver, 1 Bronze in Direct - 1 Gold, 1 Bronze in PR - 1 Silver in Brand Experience & Activation - 1 Bronze in Creative Data Eurobest 2023 - Creative Data Grand Prix CREDITS Brand: Mastercard, Poland. Advertising Agency: McCANN Warsaw, Poland. PR: Mastercard, Poland. Media: Mastercard, Poland. Video copyright: Cannes Lions (canneslions.com) and The Work (lovethework.com).