Insight:
Despite its potential to bring real value to small businesses, Mastercard Easy Savings Specials (ESS) suffers from low awareness — not just among SME owners, but also among internal account managers and bank issuers. The benefit is there, but the story isn't being told in a way that's memorable or engaging. 

Idea: 
Turn everyday SME challenges into a collectible experience — featuring fictional business owners who show how Mastercard Easy Savings Specials (ESS) unlocks real value. Through trading cards and figurines, we make learning about ESS simple, engaging, and memorable for internal teams. 

Execution: 
Blind Box Figurines: As part of the prelaunch, internal account managers will receive a blind box containing a miniature figurine of an SME owner — from café founders to creative studio leads. This collectible approach transforms product education into a tactile and memorable experience that sparks curiosity and engagement. 

Physical Trading Cards: Following the prelaunch, we’ll introduce a collectible card series inspired by classic trading cards. Each card features a fictional SME business owner and highlights how Mastercard ESS supports their specific business needs. The cards are designed to help internal account managers and bank issuers understand ESS benefits in a simple, engaging, and memorable way. 

Collect and Learn: The full set encourages discovery and helps internal account managers understand how ESS delivers value across industries. They’ll be guided to a microsite to learn more, take a short quiz, and win prizes — all while being equipped to share and sell the ESS offering with confidence.