EasyPay - "The City Will Speak to You First" | Clapboard Ad Archive

The city will speak to you first

Description

The campaign "The city will speak to you first," launched in Ukraine in December 2019 for EasyPay by NEBO Ideas Agency, presents an innovative and immersive communication strategy within the Electronics and Technology industry. This integrated campaign leverages a unique creative platform to personify the city itself, initiating a direct dialogue with its citizens to highlight EasyPay's advanced app capabilities. The narrative begins with city transport, where commuters are encouraged to switch to a more modern, contactless trip payment method, reflecting a seamless digital transformation in urban mobility. As the campaign unfolded, supermarkets joined the conversation, prompted by the urgent social context of the coronavirus quarantine that urged Ukrainians to minimize leaving their homes for safety. While citizens were advised to stay indoors, supermarkets promoted this message via outdoor advertising and social media, positioning EasyPay as the essential solution for grocery shopping without physical risk. The campaign's smart interplay between multiple urban touchpoints—starting with transport and moving into retail—creates an omnipresent city presence, underscoring how EasyPay integrates smoothly into everyday life to meet evolving consumer needs. Beyond transport and supermarkets, the campaign envisions engagement with restaurants, cafes, petrol stations, and other city services, ensuring that the entire urban environment becomes a channel for conversation and convenience through the app. This strategic narrative not only strengthens EasyPay’s brand identity as a forward-thinking, user-centric payment solution but also fosters trust and relevance by addressing real-world challenges with a timely, empathetic approach. By transforming the city into an interactive communicator, the campaign effectively bridges digital innovation and human experience, capturing attention and driving adoption of EasyPay’s app in a rapidly changing landscape.

Credits

Client

EasyPay

Agency

NEBO Ideas Agency

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Campaign Proposition

The campaign for EasyPay, titled "The city will speak to you first," centers on positioning the app as an essential, innovative solution that facilitates safer, more convenient everyday transactions during a critical period. The brand proposition emphasizes EasyPay’s role as a direct communicator between the urban environment and its residents, offering a seamless, advanced payment method that adapts to new behavioral norms shaped by the COVID-19 pandemic. By enabling contactless and efficient payment options for transportation and grocery shopping, EasyPay addresses the need for minimizing physical interactions while maintaining access to essential services. Strategically, the campaign leverages a narrative-driven approach that personifies the city itself, engaging citizens through various urban touchpoints such as public transport and supermarkets. This creative angle capitalizes on the insight that during quarantine, people’s interaction with the city was drastically altered due to health concerns, yet their need to navigate daily life remained. By initiating a dialogue between the city’s infrastructure and its inhabitants, the campaign reflects the evolving relationship between consumers and technology in response to external challenges. Targeting urban commuters and shoppers, especially those adapting to pandemic restrictions, the campaign integrates outdoor advertising and social media to convey messages consistent with public health guidelines. This multi-channel integration positions EasyPay not only as a payment tool but as a critical facilitator of safer urban living, while hinting at future expansions into other city services like restaurants and petrol stations to further embed the app in daily life.

Creative Device

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