–Cie Nicholson, SVP Marketing, Softcard
People are excited when I tell them about Softcard. An app that holds payment cards, special offers and loyalty cards? Sign me up. Consumers are eager to learn more: How does it work? Where can I use it?
Today, I’m pleased to announce Softcard is launching a new campaign aimed at educating consumers on Softcard and mobile payments in a fun, social, and sharable way.
In the coming weeks, you’ll see a series of videos, photos, and fun content featuring Tappy, a payment terminal mascot we’ve brought to life. Whether he’s taking the big stage at McDonalds, hanging with Jared at Subway, or wrestling with Rowdy Roddy Piper, Tappy brings lovable humor to his job. That’s no surprise given Tappy’s pedigree. He was built by Jim Henson’s Creature Shop – the same folks who build the Muppets.
Despite how often consumers use point-of-sale (POS) payment terminals, our research indicates consumers tend to overlook the hardware. Swiping is an engrained behavior – however, mobile payments changes that experience, replacing a swipe with a tap. The challenge, of course, is that acceptance is not yet ubiquitous. We need people to look for the contactless EMV symbol to know where to pay.
This new campaign was designed for social consumption and sharing. We’re reaching out to the consumers most likely to use mobile payments. As a result, the campaign will live in digital channels, specifically social, mobile, and video. Our customers live phone-first lives, and we need to reach them on the platform where they’re consuming information.
Choosing a puppet to bring Tappy to life allows us to quickly turn out fresh content. For example, in the middle of a recent brainstorming session, we popped over to our creative agency’s in-house studio. In 10 minutes, we shot a short clip highlighting taxi acceptance, and after some light editing, it was ready to go. In a marketing world dominated by high-tech special effects and celeb partnerships, this is a simple approach – and we believe it’s spot on given our audience and need to turn out fresh, timely, and topical content.
The Tappy campaign will launch today on Softcard’s Facebook, Twitter, Instagram, Tumblr and YouTube channels where we’ll be targeting the 60 percent of the market who use Android and Windows devices.
We think you’ll enjoy the campaign as much as we enjoyed creating it. Happy watching.
Softcard and the associated logos are property of JVL Ventures, LLC. Contactless Symbol is property of EMVCo, LLC. Android is a trademark of Google Inc. Other third-party trademarks are the property of their respective owners.