Marco Saal Horizont
Sumup is not targeting the big fish, but the “small” self-employed. In order to convince this target group of the business tools developed specifically for the micro and nano segment, the financial technology company is now launching a pan-European campaign that focuses on one thing above all - honesty.
The dream of self-employment is often too good to be true. The strategists and decision-makers at Sumup are well aware of this, which is why their campaign does not attempt to gloss over the everyday life of small businesses. After all, the uncontrollable, the uncontrollable and the unpredictable always happen in the day-to-day business of the self-employed - which ultimately leads to stress, a tough battle for consumers and economic survival.
Sumup is therefore wooing its target group with a campaign that shows that the company knows the worries and hardships of its customers - and which, with “Romance is dead”, therefore also has a motto that is far from glorifying self-employment. Instead, the new campaign shows the contrast between the often romanticized idea of what it’s like to be self-employed - and the often harsh reality with all the stress and chaos, but also the rewarding feeling of success.
“We don’t show a location polished to a high gloss or an ideal picture of what it’s like to be self-employed. Instead, we want to portray a very realistic picture of being an everyday person or self-employed. We show and celebrate the tireless work, dedication, passion and commitment that our traders can identify with in their daily lives,” says Nina Etienne, Vice President Marketing Europe at Sumup.
The goal is to support Sumup customers as much as possible along the way with business tools and 360-degree payment solutions designed specifically for small businesses, and to ensure “they can manage their money with ease,” Etienne adds.
The online and TV commercials created by The Goodwins therefore promote several elements of Sumup’s now extensive product range, including the business account, POS system and card terminals. The commercials, both of which were directed by Justus Becker, will be seen over the next twelve months in Germany, the UK, France, Italy, Spain and Switzerland.
The moving image campaign will be flanked by outdoor advertising and social media measures. “From hairdressers to café owners to small retailers - making their lives a little easier and bringing Sumup closer to them is a great pleasure for us. The creative challenge for us was to strike the right chord with the target group in the shortest development time with the integrated campaign,” says Tim Stübane, founder and managing director of creative at The Goodwins, commenting on the work for the financial services provider. mas