Cohn & Wolfe
High Street Installation
We’re very proud to say that this campaign won the PR Week Award 2017 for Financial Services. Needless to say, we raised a few glasses in celebration.
Contactless is great, but
what else can it do?
Barclaycard are always looking for innovative retail solutions to help their SME customers. They were the first bank to introduce contactless payment to the UK, back in 2007. As of September 2016 there were 98.9m contactless cards and 419,431 terminals, generating 275.1m transactions per month.
The challenge was set: to build #pay@pump, the world’s first automated, contactless beer pump, and help beer drinkers jump the cocktail queue. With the technology well established, Barclaycard want to find ways it can be adapted to increase the speed and convenience of transactions. With Christmas party season coming up, their communications agency Cohn & Wolfe identified the on-trade as in need of help. Barclaycard’s research had revealed drinkers queue for an average of 12 minutes per order during the festive season, 35 minutes per night in total. As a result, almost 20% of us go elsewhere when facing a lengthy wait.
We built Pay@Pump
If this was to be the beer pump of the future, it needed to look the part and work seamlessly.
First up, we had to design a futuristic looking font. For this we turned to bespoke furniture designers Splinterworks for a single piece, sculptural form, which we 3D printed and chrome plated.
With the form sorted it was time for the function. We’d taken the barman out of the process, so the pump had to do all the taking and show customers how to pour their own pint! So we installed a touchscreen to animate through a series of easy instructions and offer the simplest of call to actions… ’touch to buy’.
Let’s Go Contactless
And now for the
pay & pour!
We needed to add a lot of tech to ensure the perfect pint every time.
To handle payments we installed a Barclaycard contactless reader to the base of the font and added a pulsing LED light surround to add a visual cue to when payment was required. Behind the elegant design we had Arduinos, regulators and flow meters hooked up to web sockets and Node.js ensuring the customer experienced a seamless serve.
A Perfect Pour
We thought people may raise a glass to a contactless beer pump. But we had no idea they’d start popping corks left, right and centre.
190 pieces of press coverage across titles as varied as The Sun, The Guardian, Wired and Esquire
1.4 billion combined audience of press titles who covered the story
Social media engagement on Barclaycard’s posts was 69% higher than the industry benchmark for “Excellence”
300% increase in customer acquisition inbounds calls in the week after the launch, including enquiries from as far afield as Turkey and Australia
93% increase in contactless spending on Barclaycard credit cards and payment devices in the week after launch