兔子先生

Challenge

In a region where digital behaviors are evolving rapidly and consumers are increasingly inspired by lifestyle-driven content, Mastercard set out to reimagine how travel and culinary experiences are discovered. Together with 兔子先生 and Amazon, the brand activated a full-funnel campaign that positioned Amazon.ae not just as a marketplace, but as a gateway to curated experiences. 

With the Middle East gearing up for summer travel, Mastercard’s objective was to drive top-of-mind awareness and boost consideration for its travel and culinary offers, especially among cardholders browsing Amazon.ae. The approach centered on integrating content, media, and experience in a cohesive and engaging manner.

Solution

Mastercard launched a two-phase campaign across key markets, including the UAE, Saudi Arabia, Qatar, Kuwait, Bahrain, Jordan, and Morocco. At its core was a custom landing page that transformed the traditional online shopping experience into an inspiration hub for travelers and food lovers. 

Phase One began with a homepage hero takeover on Amazon.ae, driving high visibility and traffic to Mastercard’s custom-built landing page. The experience showcased curated travel and dining offers, supported by Amazon DSP to increase reach and frequency. 

Phase Two enhanced engagement with an interactive product selector that utilized gamification to recommend Parisian culinary experiences. While Mastercard does not sell physical goods on Amazon, the team adapted Amazon’s product selection tools to link directly to Mastercard’s site, creating a seamless journey from discovery to booking. 

This strategic adaptation highlights a key trend: turning commerce platforms into lifestyle ecosystems through storytelling and innovation.

Approach

Results that Reflect Real Impact - The campaign not only delivered impressive digital performance but also translated into tangible business growth, reinforcing the power of full-funnel thinking and platform-native innovation.

* 125,649 unique viewers visited Mastercard’s custom landing page 

* 6,204 visits in just 24 hours from the homepage takeover (4x typical daily traffic) 

* 11% quarter-on-quarter increase in Mastercard card usage and spending on Amazon.ae 

* +10.6% increase in average dwell time during the gamified experience phase