Square and Fair
Twitter’s Jack Dorsey had created America’s No 1 card payment system ‘Square’. But it bombed in the UK because it was seen as an American ‘Johnny come lately’ and he was about to pull the plug.
So, we repositioned Square as having true British values of fairness. We then went out and enlisted the help of real UK small businesses who use Square to create the 'Square and fair' campaign. Showing how Square gave small businesses a fairer, more affordable way for them to take card payments.
In their first ever TVC, we used the wartime song 'Thingummybob' by Gracie Fields, to celebrate the vital part small businesses play in the UK economy, whilst making a hero of the Square reader, as being the 'Thingummybob' in the title.
The results? Brand awareness up by 40% - with over 9.8 million views of the TVC online. 94% increase in take-ups and a personal note from Jack Dorsey saying, that thanks to this campaign, Square are now staying in the UK. Cheers Jack!
Director: Rob Sanders. Photographer: Tom Hull.
B2B Drum Awards - Best Broadcast.