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.

Video - ‘Kirsty goes oOOoofficial’ Video - ‘Gary goes oOOoofficial’

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.

Full Credits

  • Agency: Wonderhood Studios

  • Brand: SumUp

  • 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