MasterCard took a dynamic approach to their outdoor advertising to support the Android Pay service by encouraging consumers to use the mobile app. They teamed up with Caffè Nero to offer free coffee to customers paying using Mastercard Android Pay.

Mastercard provided consumers with a free coffee on Monday’s in October if they paid in store using their Android Pay handset with a MasterCard payment card loaded onto it. Using Liveposter, dynamic creative was updated in real-time during the partnership, showing messages including directions to the nearest store from the screen location and details of how to redeem the free hot drink. We targeted DOOH screens within 500 metres of Caffè Nero stores across the UK and activated this campaign on LDN and Adshel Live screens for scale. The campaign used bespoke maps to determine the location of the closest Café Nero in proximity to each individual DOOH screen.

Marc Bartholomew, Business Director at Posterscope, said: “Mastercard’s first dynamic digital OOH campaign capitalises on the full benefits of the medium. It uses both location targeting and dynamic creative to provide useful information about the offer to customers in close proximity to a store where they can redeem their free hot drink.”

Jason Cotterrell, Managing Director at Exterion Media, said: “MasterCard has certainly chosen the best way to announce this promotion to hard-to-reach urban audiences…”.

Real time maps directed people to the nearest Caffé Nero.