We targeted affluent cardholders who might not realise they had Paypass on their MasterCards but who might use the facility for small purchases if they were aware of it. Looking for places where these people might spend less than 35 TL (€17.5), our consumer insights identified shopping mall parking lots, where weary shoppers have to arm themselves with coins and spend time queuing before they can drive home.

The campaign was a huge awareness success, increasing Paypass usage among existing cardholders and bringing in new subscribers.- A phenomenal number of MasterCard owners – more than 16,000 – used their Paypass at Akmerkez. - Many drivers without Paypass noticed the campaign and signed up for the facility.

- General awareness rocketed.

- We generated huge excitement in social media channels, raising awareness and take-up of Paypass.The campaign was so successful that it became a genuine sector leader. Once other banks saw how readily Turkish people embraced Paypass as a result of our campaign, they began trying to launch similar projects.