London
San Francisco
GoCardless
Crazy for Cardless
Start Your Payments Love Story
Strategy
We wanted to change the way SMBs and enterprise businesses think about payments — moving them from a time-consuming process into something worthy of love
Through research we unlocked an important insight: most start-ups and scale-ups share a common misconception — they think of payments as a box to tick rather than a strategic imperative. Businesses are sleeping on the real power of their payment operations. They don’t realise that their payment strategy is limiting their growth.
So we came up with a simple creative brief. We wanted an idea to get businesses to realise the untapped potential of their payment operations.
Creative
Our ‘Start Your Payment Love Story’ concept pastiched the world of romance, pushing the idea of reappraising payments to the extreme — imagining them as objects worthy of love.
Illustration was key in bringing the campaign to life, so we partnered with illustration duo The Red Dress to craft images that referenced cover art from retro Mills & Boon erotic fiction and Hollywood's Golden Age, all composed with a modern twist. These were set against overly romantic sunsets and sunrises.
To complement this, we wrote sincere headlines that used romantic language in unexpected ways, creating ads unlike others in the sector.
Results and Learnings
The performance from 19th of October to December 2022 is as follows:
10.4M
Impressions
10%+
of accounts have more engagement compared to 30 days prior to quarterly launch
800+
800 new qualified leads
objectives
- Raise Awareness,
- Performance Marketing,
- Drive Loyalty
services
- campaigns
industries
- Technology
services