{"id":77610,"date":"2022-05-11T12:46:51","date_gmt":"2022-05-11T10:46:51","guid":{"rendered":"https:\/\/thegoodwins.de\/?p=77610"},"modified":"2025-09-08T11:38:30","modified_gmt":"2025-09-08T09:38:30","slug":"sumup","status":"publish","type":"post","link":"https:\/\/thegoodwins.de\/en\/sumup","title":{"rendered":"Why Sumup ditches startup clich\u00e9s when advertising"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><div data-parent=\"true\" class=\"vc_row has-bg need-focus style-color-xsdn-bg row-container\" id=\"row-unique-0\"><div class=\"row single-top-padding single-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-12 single-internal-gutter\"><div class=\"uncol style-light font-134980\"  ><div class=\"uncoltable\"><div class=\"uncell\" ><div class=\"uncont no-block-padding col-custom-width\" style=\" max-width:804px;\" ><div class=\"vc_custom_heading_wrap\"><div class=\"heading-text el-text\" ><p class=\"font-129920 font-weight-700 translation-block\" ><span><strong>Marco Saal<\/strong>\u00a0<a class=\"pink-button-small\" href=\"https:\/\/www.horizont.net\/agenturen\/nachrichten\/harte-realitaet-statt-naive-traeumereien-so-umgarnt-sumup-selbststaendige-199291\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #000000\">Horizont<\/span><\/a><\/span><\/p><\/div><div class=\"clear\"><\/div><\/div><div class=\"vc_custom_heading_wrap\"><div class=\"heading-text el-text\" ><p class=\"font-129920 font-weight-700\" ><span>Nicht auf die dicken Fische, sondern auf die &#8222;kleinen&#8220; Selbstst\u00e4ndigen hat es <a href=\"https:\/\/thegoodwins.de\/portfolio\/sumup\/\">Sumup<\/a> abgesehen. Um diese Zielgruppe von den eigens f\u00fcr das Mikro- und Nanosegment entwickelten Business-Tools zu \u00fcberzeugen, startet das Finanztechnologie-Unternehmen jetzt eine pan-europ\u00e4ische Kampagne, die vor allem auf eines setzt &#8211; Ehrlichkeit.<\/span><\/p><\/div><div class=\"clear\"><\/div><\/div><div class=\"uncode_text_column\" ><p>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.<\/p>\n<p><iframe title=\"SumUp \u2013 Romance is dead (DE)\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/2_sPCfeuMf0?feature=oembed&#038;width=840&#038;height=1000&#038;discover=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>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 \u201cRomance is dead\u201d, 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\u2019s like to be self-employed - and the often harsh reality with all the stress and chaos, but also the rewarding feeling of success.<\/p>\n<p>&nbsp;<\/p>\n<p>\u201cWe don\u2019t show a location polished to a high gloss or an ideal picture of what it\u2019s 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,\u201d says Nina Etienne, Vice President Marketing Europe at Sumup.<\/p>\n<p>&nbsp;<\/p>\n<p>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 \u201cthey can manage their money with ease,\u201d Etienne adds.<\/p>\n<p>&nbsp;<\/p>\n<p>The online and TV commercials created by The Goodwins therefore promote several elements of Sumup\u2019s 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.<\/p>\n<p>&nbsp;<\/p>\n<p>The moving image campaign will be flanked by outdoor advertising and social media measures. \u201cFrom hairdressers to caf\u00e9 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,\u201d says Tim St\u00fcbane, founder and managing director of creative at The Goodwins, commenting on the work for the financial services provider. mas<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-0\" data-row=\"script-row-unique-0\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-0\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row has-bg need-focus style-color-xsdn-bg row-container\" id=\"row-unique-1\"><div class=\"row single-top-padding single-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_center column_parent col-lg-12 single-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode-wrapper uncode-share\" ><hr class=\"separator-break separator-accent\" \/><div class=\"share-button share-buttons share-inline share-bigger\" data-url=\"\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-1\" data-row=\"script-row-unique-1\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-1\"));<\/script><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"Marco Saal\u00a0HorizontNicht auf die dicken Fische, sondern auf die \"kleinen\" Selbstst\u00e4ndigen hat es Sumup abgesehen. Um diese Zielgruppe von den [...]","protected":false},"author":1,"featured_media":79376,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[118],"tags":[130],"class_list":["post-77610","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-presse","tag-presse"],"_links":{"self":[{"href":"https:\/\/thegoodwins.de\/en\/wp-json\/wp\/v2\/posts\/77610","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thegoodwins.de\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thegoodwins.de\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thegoodwins.de\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/thegoodwins.de\/en\/wp-json\/wp\/v2\/comments?post=77610"}],"version-history":[{"count":0,"href":"https:\/\/thegoodwins.de\/en\/wp-json\/wp\/v2\/posts\/77610\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thegoodwins.de\/en\/wp-json\/wp\/v2\/media\/79376"}],"wp:attachment":[{"href":"https:\/\/thegoodwins.de\/en\/wp-json\/wp\/v2\/media?parent=77610"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thegoodwins.de\/en\/wp-json\/wp\/v2\/categories?post=77610"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thegoodwins.de\/en\/wp-json\/wp\/v2\/tags?post=77610"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}