In Uzbekistan Mastercard was long perceived strictly as an "international" card for traveling abroad, while people habitually used local payment systems for everyday transactions at home. The challenge was to break this consumer stereotype and turn Mastercard into an essential, daily payment tool.
Problem
In Uzbekistan, Mastercard was long perceived as a card exclusively “for traveling abroad,” while people habitually used local payment systems for everyday purchases. The challenge was to change this perception and show that Mastercard is convenient for daily payments here in Uzbekistan, while being able to use the same card just as easily abroad is an added bonus.
Solution
We created the idea “Here and There, It’s Mastercard” to show that the card is equally convenient for everyday life in Uzbekistan and for traveling abroad. The campaign was built around real-life use cases: quick card issuance, discounts at popular local spots, influencer integrations, and giveaways featuring travel and international events. This way, Mastercard became more than just a card “for traveling abroad”, it became a convenient everyday payment tool with additional opportunities around the world.
Results
The number of new Mastercard cards issued by Kapitalbank increased by 168% in the first quarter. The number of transactions increased by 90% during the campaign.
