Barclaycard was determined to position their payment technology as the most forward-thinking in the industry among an untapped business audience - bars and pubs. Its marketing team originally planned a basic trade publication media partnership. Instead, we recommended a bolder idea knowing that the average wait-time for drinks in a pub is 35 minutes per-person, with 25% of bar-goers considering abandoning the purchase because of long queues.
To win consideration as a payment provider, we had to solve a pervasive customer problem, positioning Barclaycard's technology as the solution for both merchants and consumers, using an impactful creative hook.
Our “Pay @ Pump” became the world’s first contactless beer tap. Using Barclaycard’s innovative contactless technology, it allowed consumers to order, pay for and pour a pint in just 60 seconds. The week following launch, Pay @ Pump helped drive triple the number of new business inquiries from merchants, including stadiums and pub chains.
Once the prototype pump was built in collaboration with creative tech agency Kerve, we secured a partnership with pub operator and Barclaycard merchant Henry’s Café and Bar to launch Pay @ Pump in London. We held a sneak preview of the category-disruptive innovation to media days before the official launch, hosted by a Barclaycard spokesperson who explained how it could offer a potential customer service solution. The event was supported with a full media launch targeting national, lifestyle, tech and regional media. Further intensive media outreach was conducted on launch day, followed by a digital blitz over Barclaycard’s channels.