As a global leader in payment technologies, G+D creates unforgettable payment experiences across the physical and—supported by its digital powerhouse Netcetera—digital payment arenas. The company ships over 500 million payment cards annually and is trusted by eight out of ten top financial institutions worldwide.

Money20/20 is a leading global conference for people and businesses across the financial ecosystem. For G+D, it represents an unmissable opportunity to cut through the noise and make an impression on the world stage.

THE CHALLENGE

G+D’s wide range of products and solutions—and their diverse market fit—create a particularly complex and layered set of messages that requires a clear, simple, compelling, and creative vehicle to convey their excellence in the PayTech space. The Fold was tasked with creating a campaign identity that embraced the multi-faceted nature of G+D’s offering in a single execution. With significant footfall at the show, anything we created needed to be simple yet eye-catching to grab people’s attention and leave a lasting impression.

THE BIG IDEA

Unleash the power of PayTech. Transform your everyday banking and payment experiences, making them more secure, customer-centric, seamless, and innovative than ever.

How we did it

As a longtime partner of G+D, we were extremely familiar with their solution suite, so we created a hero approach centred around “unleashing” G+D’s power and potential. We supplemented that with honed and targeted sub-messaging around four key capabilities—unlock phygital experiences, outpace fraud, create payments with purpose, and elevate digital commerce—and the solutions that made this possible.

We went on to create a fresh and dynamic campaign identity that resonated with G+D’s core brand. A 6x1 metre LED feature wall showcased a looping ultra-wide format motion piece that explained the key themes and gave micro-teasers of the solutions that underpin the theme to provoke conversations and pique interest. We created the campaign graphic system to unify the four themes. However, each theme was distinguished with a variation on the creative wrapper. This approach allows each individual theme to shine through without losing the cohesion of the overall “unleashing” message.

We supported this theatre-like digital experience with strong physical and printed assets across the stand, such as informative and engaging explanations of the physical artefacts—such as a bench made from recycled payment cards.

The results

Money 20/20 2024 takes place from June 4th to 6th in Amsterdam. We have received extremely positive feedback from the client and will soon update this case study with updated impacts.