Tap. Pay. Gift. The hardest part was already a habit.
The fastest way through the holiday gift list was already in everyone's pocket. We just had to make them think of it when gifting, and sweetened it with exclusive deals at the places they were shopping anyway.
ROLE
Art Direction · Design · Motion · Creative Direction · Copy Direction · Platform Development
CLIENT
Apple
AGENCY
Elephant
SCOPE
Creative platform · Visual system · Motion · Landing page · OOH, including RFID placements · Preroll · Email · Social
The problem
Holiday is the highest-volume buying season of the year, and every payment method, card and retailer is competing for the same spend. Being available was not enough. Apple Pay had to be the one people reached for without thinking.
What I did
Built a platform off a tagline. Tap. Pay. Gift. was developed with a writing partner and became the structure for everything: three words, three stages, one at every point in the funnel. As creative director I developed and directed the art direction, design system and motion graphics that carried it across the landing page, out of home, preroll, email and social. Awareness ran through OOH and preroll, setup through email and OOH, and purchase through social, OOH and the site, and the visual system is what held a funnel that wide together.
Made the gesture into the campaign. A collection of gift icons as the backdrop, with animated type and key art tied to the line, animating through Apple Pay's check mark, into a gift box, into Apple's own logo wrapped in a string. Exclusive retailer deals gave anyone who had not tried it a reason to start.
Turned the ad into the point of sale. RFID in the out of home meant you could tap the poster and buy on the spot. The line stopped describing the gesture and started being an instruction, and the shortest possible distance between seeing a gift and buying it was a wall.
Impact
Apple Pay positioned as the go-to way to pay during gifting season
People bought directly from the out of home and online placements
Holiday gifting made faster. The destination for the whole program, where the icon system and the offer lived together.
Awareness, in the places people were already walking past on the way to shop. Tap. Pay. Gift. ran as a sequence, one word at a time.
Some placements carried RFID, so the same tap that buys the gift unlocked the offer. The gesture was not just the message, it was how the ad worked.
The bottom of the funnel. Email showed anyone who had not turned it on how to add a card and what they got for using it. Social carried the exclusive offers with a direct link to buy, so the distance between seeing a deal and using Apple Pay was one tap.