Apple is doubling down on its payments ambitions via a new digital out-of-home (DOOH) campaign that spotlights its Apple Pay service.
As the shift towards contactless and mobile payments accelerates, Apple is capitalizing on the opportunity via its “Pay the Apple Way” campaign and has tapped several TikTok creators to help spread the word about how they leverage Apple Pay. Currently, the DOOH campaigns are featured in the UK and the U.S., specifically in London, Birmingham, Manchester, Atlanta, and Dallas.
Apple has also rolled out four video ads—including the one below—that poke fun at some of the frustrations consumers may face at checkout and highlight the ease of Apple Pay.
Contactless Payments Adoption Continues to Grow
As of 2020, there were roughly 507 million Apple Pay users worldwide, according to data from Statista. Given these figures are pre-pandemic, we can only assume they’ve increased thanks in large part to how much consumer behavior has changed amid the pandemic.
But while COVID-19 has certainly shifted consumer behavior towards mobile wallets and contactless payments, there’s still a lot of room for growth and education around these payment methods. And that’s exactly what Apple is looking to get out of this campaign. The tech giant hasn’t been a stranger to out-of-home marketing and has used it worldwide to sell its various products. This DOOH campaign signifies Apple’s dedication to driving the future of Apple Pay and increasing widespread acceptance of it.
While there may still be some hesitation to fully adopting contactless payments, mostly coming from older consumers, running a campaign that illustrates the effortlessness of paying via a mobile device may in fact change someone’s mind about it. Apple is betting on it.
Strong Payment Ambitions
Apple has had high goals to simplify the payments process, enhance security, and empower consumers to pay for goods and services in the most convenient way possible. And the tech giant shows no signs of slowing down.
Just this past May, Apple launched Tap to Pay in Australia to better equip businesses of all sizes to accept Apple Pay without the need for payment terminals or additional hardware.
And overall, the company has been ramping up its suite of financial offerings. In April, Apple launched its Apple Card Savings account offered by Goldman Sachs and recently announced that it has reached more than $10 billion in deposits. The Savings account has been the latest launch from Apple, who has been adding to its range of financial services products which now includes Apple Wallet, Apple Pay, Apple Card, and Apple Pay Later.
