SumUp marks businesses going ‘oOOoofficial’ with new advertising campaign for 2021
London - 15th June, 2021 - UK-based payments platform, SumUp, is launching its latest TV, radio, and out of home advertising campaign, marking the special moment when a small business invests in their card reader. The campaign, produced in collaboration with London-based creative agency Wonderhood Studios and production company MindsEye focuses on small businesses going ‘oOOoofficial’ – using a card reader for the first time.
The TV spots feature a mobile hairdresser and a mechanic each announcing to a customer they now take card payments, to be met by a chorus of ‘ooo’ sounds from passersby, other customers, and even a water fountain ornament.
The concept behind the TV spots and accompanying advertising campaign is to reflect the major milestone that small businesses feel when taking card payments for the first time – a pivotal step when a business can often move from a hobby to a commitment, or from old-fashioned to in-step with their customers needs. The campaign will be appearing across multiple channels including TV, online video, radio, print, and out of home media from June 9th, 2021.
Isabel Clifford, Brand Marketing Manager at SumUp comments: “Whether it's plumbers or personal trainers – we noticed the excitement and pride of our merchants when receiving and using their SumUp devices for the first time. We wanted to capture that excitement in this campaign and hopefully reflect how our merchants feel when presenting their reader to a customer.”
Stacey Bird, Creative Director at Wonderhood, comments: “Working with SumUp has been a lot of fun. We’ve been wanting to do something comedic that gets stuck in your head for a while and we were lucky enough to work with a client that was up for it too. We must be on to something as my colleagues’ kids haven’t stopped saying ‘oooo’ for weeks”.
Thomas Ormonde, Director at MindsEye, comments: “When I received the script, I loved the comedic potential in seeing people so transfixed by the SumUp product they just couldn’t stop saying "OOOO". The real key for me was being able to push the absurdity in the scenarios so each character escalated from the previous one, even to the point where a gurgling cherub statue or a relieved kidnapped man could join in.” Full campaign materials can be found here.
Agency: Wonderhood Studios
Founder & Chief Creative Officer: Aidan McClure
Founder & Chief Operation Officer: Alex Best
Founder & Chief Strategy Officer: Jessica Lovell
Creative Directors: Jack Croft, Stacey Bird
Creatives: Ruud Kool, Stefan Van Zoggel
Director of Data Strategy: Jack Colchester
Account Director: Tammy LeVasan
Account Manager: Tom Penrose-Harding
Agency Producer: Nikki Holbrow
Production Company: MindsEye
Director: Thomas Ormonde
Production Company Producer: James Lowrey
Executive Producer: Debbie Ninnis
Sound Design/Mixer: Munzie Thind
Sound Studio: Grand Central Recording Studios
Post-production company: Black Kite Studios
Head of Brand, SumUp: Aina Abiodun
Brand Lead, SumUp: Paula Righetti
Brand Marketing Manager, SumUp: Isabel Clifford
Offline Media, SumUp: Paula Gutierrez Gomez
Senior Art Director, SumUp: Benjamin Osborn