As a mobile point of sale company, SumUp supports small business owners across the globe by making it simple to accept payments. After establishing themselves as market leaders in Europe, the brand was ready for a new phase of growth. The next step? Expanding their product offerings and growing brand awareness in the U.S.—right up redpepper’s alley. We got busy on a mission to help SumUp surge ahead in its goal to empower merchants everywhere.
Big dreams. Big sacrifices. Big cups of coffee on long nights. In many ways, we can’t think of anything bigger than a small business. And the biggest part of all? The potential. Our team ran with this concept to position SumUp as a partner to merchants on the journey to achieving their dreams. Having empowered over 3 million businesses worldwide, SumUp proves that being a small business is an opportunity, not a setback. So we pulled off a campaign to show it.
We showed off SumUp’s easy-to-use technology in a video spot that captured the authentic experience of running a small business. Did we mention the spot featured real merchants who use SumUp card readers? Pulling off city takeovers in Nashville, Charleston, and Charlotte that spanned across radio, digital video, display, social, and out-of-home activations drove home the idea that SumUp is there as a true ally every step of the way.
The initial campaign drove an increase in both awareness and sign-ups. In addition to a positive awareness boost in a brand lift study, SumUp also saw increased organic brand search volume, increased web traffic, and improved lower-funnel media performance—all signs indicating that SumUp has big potential and much more success to come. By positioning their brand as a big deal for small businesses, SumUp is well on its way to global growth. And those 181 OOH units? They’ll have SumUp feeling like a friendly neighbor in no time. That’s a pretty big deal, too.