Getting people to change the way they pay for things can be difficult, to say the least. Most of us pick a method out of habit or necessity, not because of a personal connection.
So how do you inspire consumers to not only try a whole new platform—Apple Pay—but also choose your institution as their default provider?
Citibank has been smartly tackling this challenge with its recent #SoLongWallet campaign. The initiative aims to make the unemotional concept of mobile payments more engaging by linking it, tongue-in-cheek, to the very emotional experience of breaking up (with your wallet).
What makes the campaign truly impressive is the sheer breadth of it. Some of the (many) cross-platform aspects include:
A Vine campaign with posts from influencers:
Tweets from popular Internet stars:
— Jenna Ezarik (@jennaezarik)
Live events at malls across America:
— Everyday Carry (@everydaycarry)
And, perhaps best of all, an excellent breakup playlist on Spotify: