SumUp
From card reader to business partner: building emotional connection with small merchants across Europe.
From card reader to business partner: building emotional connection with small merchants across Europe.
In 2021, as a record number of UK new businesses were predicted to come out of lockdown, SumUp launched a fun new campaign to target SMEs.
Receiving a card reader is often a major milestone for small and new businesses. The ambition was for the brand to own the moment when a business moves to the next level — after they invest in their first card reader. So when a small business owner gets the SumUp reader out, you know they're officially in business.
To create an emotional reaction with this brand campaign and get people talking about SumUp, but also spark small merchants to get excited about what it means to be a real business owner.
We built a campaign rooted in empathy and edge. One that didn't gloss over the tough parts of entrepreneurship, but met merchants where they really are. The work shifted brand perception — from "a handy tool" to "a business partner built for the messy, honest, everyday reality of running a small business."
All under the new brand idea: Made for real business.
