To boost POS machine adoption among Albanian merchants in HoReCa, taxis, and supermarkets, Mastercard Albania teamed up with McCann Tirana to create POSI. The campaign name cleverly plays on both the device itself and the warm Albanian expression “po, si jo” (yes, of course), and it marked the start of a broader initiative with the Albanian Government to accelerate digital transformation among MSMEs.
The campaign launched with a high-level event featuring Prime Minister Edi Rama and key figures from Albania’s political, economic, and innovation landscape, positioning POSI as a national step toward a cashless economy.
From there, POSI made its presence felt:
TVC & Video: One national TV commercial and three testimonial videos from local businesses in Tirana, all produced by us.
TV: Broadcast on 3 national channels with spot buying, interviews and bonus airings.
OOH: Bus stop brandings across Tirana and video campaign on LED screens around the city.
Digital:
2.6M+ impressions on Meta (Facebook & Instagram)
Reached ~400,000 users
Used TV Sync tech to align display ads with live TV airtime, generating over 360K synced impressions and a standout 1.11% CTR, well above category benchmarks.
With strong visibility across channels and clear traction online, POSI proved both effective and widely embraced. More than just a campaign, it became a confident “yes, of course” to modern payments, embraced by merchants ready to adapt and consumers eager for convenience.
TEAM:
Copywriter / Ani Xhafa
Creative Director / Flonia Vasia Gjollma
Senior Art Director / Nertila Pere
Art Director / Belar Rama
Junior Art Director / Gerald Syka
Client Service Director / Çeltina Lloshi
Head of Events, BTL and Production / Enki Çokaj
Account Manager / Sara Shpati
Head of Digital / Eugen Kullolli
Media Account Manager / Eda Brahimi
Social Media Manager / Silvana Gjika
COLLABORATORS:
Barraka Productions
Photography / Andis Rado