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Tapping in to football fans

With an audience unconvinced by mobile payments, how do you prove GPay on Android is the best way to pay? By using the nation’s favourite sport to show how GPay makes matchdays easy, for everyone.  

A new way to pay

With payment choices rooted in routine, our research found a disproportionate resistance to change among 25-44 year olds – resulting in a large preference for physical cards and cash. Mobile payments felt unfamiliar, so we needed to use relatable use-cases to highlight the benefits and emphasise the value in making the switch.

An easy tap in

Using Google’s partnership with the England Teams, the campaign was centred on the journeys of two different England fans, highlighting how GPay payments were just as swift and simple as a tap of your Android phone. Whether you’ve got your hands full at the train barriers, or getting food when you’re in a rush, the scenes depicted relatable consumer pain-points with GPay making every transaction possible. Shot in first-person POV we put viewers in the shoes of our protagonists and helped GPay payments on Android become a much more familiar behaviour.

From screen to stadium

The ads were delivered across social and video platforms with digital display and audio spots supporting the key product messaging. The campaign also made it to the hallowed Wembley Stadium during two England Men’s and Women’s European qualifiers. The ads were served on screens around the ground, including a 25 metre DOOH display on the stadium exterior welcoming fans to the game, and dynamic pitchside advertising seen by millions at home. In total we created over 100 assets, driving users to make the substitution and try GPay on Android for themselves.

Outdoor screen at Wembley Stadium displaying a GPay advert

Family taking a selfie at Wembley Stadium

Young girl taps in with GPay at ticket barrier

Two GPay adverts for socia media

GPay programme