Value-Creating Collaboration

In the first part of our discussion, CRM Team Lead and Deputy Head of Strategic Marketing from PENNY shared how their company enriches people’s everyday lives.

– What does creating value for customers mean to PENNY, and how is this reflected in the current campaign? 

– It is important for us to not only offer a wide selection of fresh, high-quality products and excellent value for money but also to provide daily experiences for our customers. Our regular prize draws not only bring the joy of playing and winning but also share diverse and relevant content.

In our current campaign, inspired by holiday preparations, we present many seasonal recipes created by Farkas Richárd, PENNY’s chef, along with practical gift ideas and decoration tips. In this way, we aim to make everyday life and preparations for year-end celebrations more enjoyable and easier for our customers.

– This is your third joint campaign with Mastercard. Why do you consider this collaboration particularly valuable, and what benefits has it brought to PENNY?

– Collaborating with a major brand that shares similar values brings multiplied strength and creativity to PENNY’s operations. Joint brainstorming sessions, setting shared goals, and achieving results together repeatedly reinforce with each campaign that we are on the right path, supporting one another and bringing smiles to our customers’ faces. Beyond driving business results and encouraging purchases, what truly matters to us is enriching the shopping experience with moments that go beyond the traditional function of buying goods.

From Mastercard’s perspective, the collaboration integrates into their global strategic goals, contributing to the success of holiday promotions with innovative solutions. Péter Mondovics, Mastercard’s marketing manager, answered our questions.

– Why is it important for Mastercard to organize campaigns with PENNY, and how does this align with your strategic goals? 

– One of our primary goals is to familiarize people with the convenience of card payments, whether through a card, phone, watch, or fitness band. Mastercard places great emphasis on ensuring that payment transactions are completed with maximum security; for example, our AI-supported system can detect malicious transactions within 50 milliseconds while comparing all the world’s cards, merchants, and transactions. During campaigns, emphasizing these two aspects—convenience and security—is paramount. We are delighted to have partnered with PENNY for two years, finding a reliable and creative partner in them who prioritizes customer experience and promotes digital solutions, including payments. Moreover, they have extensive coverage in Hungary with a well-defined and loyal customer base that, we believe, has welcomed our initiatives.

– How does Mastercard contribute to the success of such campaigns with its innovative solutions, and what makes the current promotion truly unique?

– On one hand, we ensure the highest level of customer experience during payments, as card, phone, or smartwatch payments are not only fast and secure but also include zero liability protection for all transactions. On the other hand, we contribute to campaign success through tools and marketing innovation: in previous PENNY campaigns, we’ve used Mastercard products such as Yourpass, which integrates promotions into digital wallets on phones and allows for dynamic updates based on current campaigns. This current promotion brings many innovations in media usage, thanks to the innovative team at Rewart Creative & Digital Agency. It also features a truly special, limited-edition holiday ugly sweater.