Challenge
The accelerating evolution of mobile payments and contactless technology is a hot topic with opinion influencers. Over 150 mobile payment services based on contactless NFC have already been launched worldwide. It’s expected that by 2020, transactions worth between $2-4 trillion will be made via the tech every year.
Mobile technology and digital security leader Gemalto gave The Crocodile a tall order: “Create a campaign showing that mobile contactless NFC technology is not just a futuristic dream, but a global reality today!”
Approach
The Crocodile used the proven power of influencer marketing to help Gemalto spread the good news about NFC.
While the technology and infrastructure behind NFC is complex, the consumer story is a simple one. It’s about enabling people to live a more convenient, streamlined and enjoyable lifestyle with the help of their mobile. This brief allowed us to lift the proposition out of the complex detail, and serve a far more emotive and human benefit-based narrative.
Rather than a standard corporate video, we wanted to create content that was authentic and real. This led us to work with popular YouTube influencers in major cities worldwide – Chicago, London and Hong Kong. We asked our influencers to record their own video stories, based around a unique personal tour of their city – enabled with NFC for mobile payment, transport and more. They delivered over 27 hours of video – exploring local entertainment, culture, shopping, dining, sights and experiences. From this, we distilled 3 compelling stories of NFC-enabled lifestyles – to tell the story of #myNFCday..
An additional layer of emotional depth and social dialogue was added by the idea of #tap4good – encouraging people to use NFC technology for a good deed or moment of charity. This shows the potential of contactless technology as an enabler for a better society.
The campaign placed engaging narrative storytelling at the heart of what was essentially a product-driven brief – creating a more human face for the technology. The sharing and discussion of the content was then amplified through each influencer’s own social networks, as well as via Gemalto’s usual channels.
Winning with Authentic Content
Gemalto is at the forefront of secure mobile contactless payments with NFC. With The Crocodile and #myNFCday, they seized the potential of authentic content and influencer marketing to deliver a distinctive voice in a highly competitive environment.
The Crocodile worked with diverse YouTube influencers in 3 cities worldwide – Chicago, London and Hong Kong. We asked them to create video stories based around a unique personal tour of their city – enabled with NFC for mobile payment, transport and more. They delivered over 27 hours of lunches, travel, sights and experiences – from which we distilled 3 exciting stories of NFC-enabled lifestyles.
We put storytelling and an engaging narrative at the heart of what was essentially a product-driven brief – to create a more human face for the technology.
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