Brief: American Express wanted to test out their new digital payment method, Serve, on targeted college students. The truth is it’s awkward to ask peeps to pay you back, especially when you’re young and everyone is broke.
Solution: "Pay Me Fool," a tongue-in-cheek platform which let students approach their friends about the delicate subject in a playful way. We teamed up with B-reel to create a Facebook app with a cast of wacky animated characters to help make the “Pay me Fool” message personalized and fun. We also created Facebook ads and threw on-campus activations complete with costumed characters and loads of swag to get them signed up on the spot.
Results: After three months of testing at campuses across the nation, Amex reached thousands of students both digitally and IRL and got the feedback they needed to help build Serve into the massively successful brand it is today.