Case Study
How Mastercard transformed HAQM into a destination for culinary and travel adventures
Goals
- Drive top-of-mind awareness for Mastercard ahead of holiday planning
- Increase consideration for Mastercard’s travel experiences on HAQM.ae
Approach
- Launched a two-phase campaign across key locales in the Middle East
- Developed a custom landing page that showcased culinary and travel offers
- Supported the campaign with HAQM DSP, Homepage Hero Takeover, and Product Selector feature
Results
- 125,649 unique viewers on the Mastercard’s custom landing page
- 6,204 visits within 24 hours through the Homepage Hero Takeover (4x vs. usual daily traffic)
- 11% jump quarter-on-quarter on Mastercard usage and spends on HAQM.ae
Mastercard, a global brand synonymous with delivering priceless experiences, set out to engage travelers during the summer holiday period. Their objectives were clear: drive top-of-mind awareness ahead of holiday planning, boost consideration for Mastercard’s travel experiences, and deepen the brand’s lifestyle appeal.
Seamless journey from browse to book
Mastercard launched a two-phase campaign across key locales in the Middle East, including United Arab Emirates, Saudi Arabia, Qatar, Kuwait, Bahrain, Jordan, and Morocco, that turned HAQM into a destination for travel inspiration. In Phase One, a summer-long custom landing page on HAQM.ae showcased culinary and travel offers, supported by a full-funnel campaign that included HAQM DSP and a Homepage Hero Takeover that drove high visibility whenever shoppers landed on HAQM.ae. Phase Two kicked off with an interactive, gamified product selector on Mastercard’s custom landing page, recommending Parisian culinary experiences. Though Mastercard doesn’t sell physical products on HAQM, the team innovated by adapting HAQM’s native product selector to link potential travelers directly to Mastercard’s website. This seamless journey, from discovery on HAQM to purchase on Mastercard’s site, allowed new and returning users to explore and book experiences.
Mastercard’s summer campaign video
Driving engagement and impact
The campaign reached a total of 125,649 unique viewers on the Mastercard’s custom landing page with the gamified experience increasing average dwell time by 10.6% compared to Phase One, reaching 52 seconds, demonstrating genuine engagement with the content.1 Meanwhile, the Homepage Hero Takeover drove 6,204 visits within just 24 hours, a remarkable 4x increase compared to Mastercard’s usual daily traffic on HAQM.ae.2 Most tellingly, Mastercard usage and spends on HAQM.ae saw an 11% jump quarter-on-quarter, reinforcing the campaign’s effectiveness at not just receiving engagement, but also driving tangible business impact.3
1-3 HAQM internal data, UAE, 2024.