Overview:
Mastercard Spend & Activation Campaign
1. Campaign Objective
To drive international card spend and increase Mastercard usage among SadaPay users through a targeted incentive campaign.
This campaign rewards users who meet their personalized spend thresholds with digital vouchers — motivating both existing and new users to make more international transactions.
2. Campaign Structure
There are two concurrent campaign streams running under the same incentive framework:
Spend Campaign:
Targets existing SadaPay users with active Mastercards who have made international transactions before the campaign start date.
Activation Campaign:
Targets new users who join after the campaign start date, encouraging them to activate international usage early in their lifecycle.
Both campaigns follow the same reward structure — users must reach their spend threshold and are then ranked as top spenders to qualify for rewards.
3. Campaign Duration
Start Date: [23rd October 2025]
End Date: [23rd December 2025]
Duration: 2 months
All international transactions during this period count toward users’ eligibility.
4. Spend Bands
Users are grouped into spend bands based on their historical international spend levels.
Each band has a unique spend threshold (minimum required spend to qualify) and voucher reward value.
| Spend Band (USD) | Threshold (PKR) | Reward Type | Incentive (PKR) | Number of winners |
|---|---|---|---|---|
| Newly Onboarded | 10,000 | Foodpanda | 1,000 | 500 |
| 1 – 50 | 30,000 | Foodpanda | 5,000 | 320 |
| 50 – 144 | 85,000 | GiftKarte | 10,000 | 300 |
| 144 – 200 | 125,000 | GiftKarte | 20,000 | 150 |
| 200 – 500 | 300,000 | GiftKarte | 45,000 | 150 |
| 500 – 1,000 | 600,000 | GiftKarte | 85,000 | 50 |
| 1,000 – 2,000 | 750,000 | GiftKarte | 100,000 | 50 |
5. Winner Selection Criteria
- Users must meet or exceed their personalized spend threshold.
- After meeting their threshold, users are ranked based on total international spend.
- The top spenders in each band will receive the corresponding voucher value.
- Only international transactions in foreign currency count toward total spend.
6. Winner Announcement
- Winners are finalized within one week after the campaign ends.
- The validation process includes:
- Mastercard data verification
- Internal Product & Data review
- Legal compliance approval
- Winners are notified via email and push notification.
- CX and internal teams receive the winner list before public communication.
7. Communication Cadence
- Launch Announcement: Email + Push notification
- Progress Updates: Every 2 weeks
- Closing Message: 1 week before campaign end
- Winner Notification: Post-verification
All campaign communications are handled via email with fallbacks to WhatsApp for users without valid email addresses.
8. Tracking & Reporting
- Event Tracking: Managed by Marketing & Data teams on tableau
- Analytics Dashboard: Tableau dashboard showing live campaign metrics including user spend progress, segmentation, and conversion rates.
- CX Dashboard: Simplified view for eligibility and dispute resolution.