Worldpay from FIS

Helping merchants reinvent for
a post-COVID world

Overview

From restaurants to retail, merchants face countless challenges. But, when COVID rocked the world, these challenges became even more complex.

As the leading merchant acquirer globally, Worldpay from FIS was best-placed to assist, but it was also experiencing rising competition from newer market entrants – Adyen and Stripe – offering a one-size-fits-all approach to payments.

Although this approach is simple, we felt it lacked nuance. We wanted to reassert Worldpay’s relevance with more personalised messaging that addressed individual merchant’s needs not the overall market, reinforcing the brand’s credibility as the payments partner to help merchants succeed post-pandemic.

Strategy

We conducted an immersion session and stakeholder interviews to understand the size of the challenge, the changing face of payments, what was keeping merchants up at night and what Worldpay could do to help.

This uncovered four areas merchants needed urgent support with: business disorientation, shifting consumer demands, external threats and resource constraints.

We then mapped out how Worldpay could deliver against these to establish a messaging framework that informed how we engaged with each vertical. We arrived at four messaging themes that explained how Worldpay’s solutions and expertise could help merchants navigate these trying times: trusted partnerships, payment experiences, intelligent protection and streamlined operations.

Idea

To tie these messaging themes together, we developed a new global value proposition that took an optimistic view of merchant’s post-pandemic world, when much of the industry was dwelling on the opposite: Let’s Reinvent Smarter.

Activation

Using the creative platform as our springboard, we developed consistent messaging to be rolled out across the merchant solutions business area. We also created a new look and feel – complete with animation style, colour palette, text treatments, asset templates, and more – to mirror that consistency visually.

The campaign kicked off with an internal push to gain critical buy-in from Worldpay from FIS employees. This took the shape of a bold video outlining merchants struggles and how Worldpay from FIS provides the solutions.

We then produced a broad range of external assets to introduce this concept to their merchant audience, including a video, social posts, web banners and adcepts.

Results

Over 6 million
impressions

40%
Click through rate
above LinkedIn average

Cost per click at least
46% below LinkedIn average*

 

*LinkedIn’s average cost per click is $7-11. This figure is based on $7.

“Thank you bbp team! You are quite the unicorn agency. You’re true strategic partners for our positioning and messaging work, but also excellent at execution. This campaign is a real differentiator for the business. Looking forward to our continued work together.”

Kimling Lam
Global Head of Marketing, Worldpay from FIS

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