Mastercard - Makeup Payment | MRM

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Mastercard

Makeup Payment Makeup Payment

Cultural expression as a payment method. Priceless

Mastercard

Carnival makeup, now with the power to pay.

Our methodologies

DIGITAL ECOSYSTEM, ADTECH & MARTECH
FULL-SERVICE COMMERCE

Carnival is Brazil’s biggest cultural event, but also a time when 3 out of 10 Brazilians report theft of wallets and phones.

Mastercard transformed its contactless payment technology into Carnival makeup rhinestones, turning a cultural symbol into a secure and seamless way to pay.

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INSIGHT

Carnival is Brazil’s biggest cultural event — but 3 out of 10 Brazilians have items stolen during the party.

What if people didn’t need to carry their wallets or smartphones?

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IDEA

Mastercard embedded RFID technology and a pre-paid chip into Carnival rhinestones, blending security with cultural expression.

Selected loyalty program members received these exclusive makeup stones, designed to replace the need for carrying wallets or phones during the party.

What was once just a glittering accessory became a secure, seamless payment method — making Carnival safer without losing its sparkle.

Results

+156% Daily transactions increase vs. regular Credit Card users
96% Positive sentiment above brand average
10MM Audience reach
312 K Social interactions

Awards

4

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- Gold - Creative Commerce
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- Gold - Seasonal Marketing
- Gold - Carpe diem
- EN Silver E-commerce

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