Paypal: OOH Media Drives Increase in QR Code Transactions
Objective
PayPal recently rolled out the ability to use QR codes to buy and sell goods & services and wanted to raise awareness for this solution as businesses opened back up in New York. In these changing times, consumers & merchants are aggressively looking for ways to transact business while safeguarding against COVID-19 transmission.
To launch this important effort, PayPal engaged Project X to activate and push a QRC campaign for independent restaurants to encourage use/adoption, specifically at locations with outdoor seating areas.
20% increase in QRC transactions where OOH media ran vs
2% with no media.
Activation
By using hyper-targeted digital street furniture across Manhattan, Project X was able to achieve the strategic exposure that PayPal was seeking to promote their contactless payment solution.
Cherry-picked LinkNYC kiosks targeted Manhattan restaurants and merchants with a focus on outdoor dining – running ads with direct exposure to their target audience. Digital bus shelters with coverage skewed toward specific neighborhoods provided additional campaign reach, while large format digital newsstands and a first to market pilot activation on DDTV (digital double-decker buses) added impact to the overall message.
Results
These surgical placements provided the exact exposure necessary for PayPal to move the needle. With negotiated bonus, we over-delivered vs. our planned reach, frequency, and impressions significantly. Additionally, after only two weeks of activating our tactical Out-of-Home plan, we observed a 20% increase in NYC QR Code transactions per day where OOH media ran vs. 2% with no media.
