Fidelity, There’s a reason why
Fidelity Payment Services has been a pioneer of custom payment solutions for merchants across the globe and is one of the most trusted global payment processors. A member of the prestigious First Data Chairmen’s Council, Fidelity processes billions of dollars in transactions annually. Twenty-two years of industry knowledge and experience has given their global operations a competitive edge in technology, security, service, and support.
Fidelity is one of the largest and most prestigious electronic payment providers in North America. As such, they do not need to explain to the public who they are, or what they do, or why they’re better at it than their competitors. It’s common knowledge. Hence, the dangling headline and campaign slogan, “There’s a reason why”, that isn’t answered in print.
Fidelity is practically synonymous with credit cards. We channeled this idea by employing a visual of a credit card for each ad. The credit cards keep to the Fidelity brand colors for subtle reinforcement of the brand image, while remaining otherwise non-branded so as to be all-inclusive.
The campaign punchline, so to speak, is the small footnote that speaks volumes. The reason referenced in each ad, the footnote suggests, can be discovered by asking your local what-have you. This connects the end consumer with Fidelity in a strong and personal way. People are more likely to trust their connections than the word of a big brand like Fidelity, and Fidelity is self-confident enough to propose the concept.
Following the general direction of the campaign, the ads are minimalistic with the credit card set against a stark, white background for a clean and effective corporate look.
This campaign targeted existing business owners and new small business owners as well as the everyday consumer.
To extend the campaign even further and broaden its reach, we created ads for bus shelters and billboards in various Jewish communities. These ads specifically reference the location where they’ll be placed, bringing the message out into the real world.
At Media OTG, we aim to reach our clients targeted demographic on every platform available. While print may work for a certain segment of their audience, adapting it to digital expands our scope and ensures that our message is communicated on all avenues.
We created a series of digital ads, and we also gave reason to the reason with the website we created to explain the reason, check it out www.theresareasonwhy.com