The campaign 'Dreamers behind the cash desks' stood out among the 'special offers' which flooded the shops around Christmas. The usual encounter with the cashier was transformed into a different experience - one that turned “consumer” into “considerate human being” responsive to the need of another human being.

The campaign was a challenge to Bulgarian society, because the results were to show whether the selfless and altruistic attitude is strong enough. Our humanitarian approach consolidated MasterCard’s brand positioning, which claims that some things are priceless. Because fulfilling the dream of a stranger is priceless.  

For the 6-week period of the campaign the number of transactions grew with 2596% compared with the previous 6-week period.

MasterCard PayPass became the preferred method of payment and the growth was maintained after the promotion was over. 6 weeks after the end of the campaign the results were 1461% higher than the period before the start of the campaign.

Positive relationships were built. Both customers and cashiers were engaged and developed positive attitude towards the brand. And last but not least, the complete strangers behind the cash desk were not strangers to the customers anymore.