This was the launch campaign for the new Yoco Neo Touch.

It was positioned as a simple payment device with very few bells and whistles or fuss.

With this positioning, we hit upon the insight that drama is the last thing that our customers want in their payments. They want everything in the business to go as smoothly as possible – especially the payment moment.

So, we built the campaign around the creative platform of “Bringing boring back into your business.” We highlighted this platform with two different copy directions. One that highlighted “boring”, and another that interpreted boring as “drama-free” for social media. Because there’s always drama on the socials.

We placed these on social media platforms and news sites as “palate cleansers” from the drama.

And while they didn’t directly sell the product, they served to reinforce the message of “drama-free”.