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Creative 61 Add to collection McCann Bucharest uses Waze to reinvent roadside markets and bring local producers into the digital economy Mastercard has launched Roadside Market, a campaign that promotes equal access to markets and financial independence for small vendors that are now part of the informal economy. The Roadside Market campaign has transformed roadside vendors into real small businesses and connected them through the popular Waze driving directions app to the biggest community of drivers in the world. What’s more, these vendors will now have access to a cashless payment system built just for them by Mastercard When opening Waze for road guidance, potential customers can see in real time all the local producers that sell their products on the road, in front of their homes, in their gardens or other non-commercial locations. Consumers are presented with a short description and a a dedicated PIN to use to make a payment, while every seller will have a POS for cashless payments – provided by Mastercard.