Samsung Pay works very simply. Once registered, the user's smartphone becomes a credit card and allows payment by simply holding the phone up to a payment terminal. Since the end of May, Switzerland has had access to the new service, which still causes curious frowns and disbelieving eyes in payment situations.
This is also dramatized by Sir Mary's two commercials. At the counter, whimsical protagonists underline the speed of Samsung Pay. A quirky tuba player tries to play something on his tuba while the payment process is running. The result: it is barely enough for one note. The videos explain Samsung Pay to a young target group on digital channels, with a strong focus on owners of Samsung smartphones.
The out-of-home and display campaign focuses on strong coverage. Samsung Pay supports both NFC (Near Field Communication) and MST (Magnetic Secure Transmission) and therefore works with almost all payment systems. Whether at a kiosk, restaurant or mall, Samsung Pay makes the wallet virtually obsolete. In the campaign visuals, the various payment options are framed by the edge-to-edge screen of the new Samsung Galaxy S8.
The campaign combines out-of-home ads in national metropolitan and shopping centers with data-driven playout on mobile devices.
Responsible at Samsung: Fabian Fehr, Jennifer Rimann. Responsible at Sir Mary: Florian Beck, Nicolas Hostettler, Pascal Baumann, Lukas Mettler, Markus Rieser, Rhea Michas. Film Production: Doity; Sascha Pollak (producer), Sergej Moya (director). CGI & Compositing: Foreal. Media: Starcom