Managing money safe and efficient at music festivals


Brand Marketing | Digital Solutions | Technology

Technology develops at the speed of light and is changing age-old behaviors and practices, including how we make payments. New-money is quick and easy. But how can we keep it safe?

The challenge

International financial technology company PayPal wanted to generate awareness about amongst Millennials on online payment systems. They requested Edelman Amsterdam to create a campaign that would steer away from traditional content placement and more towards interactive real-time engagement.

The Execution

In the summer of 2016, PayPal launched cashless paying with wristbands at the widely visited music festivals Amsterdam Open Air, Strafwerk and Pleinvrees. In PayPal's and our opinion, festival attendees had suffered too long with pre-paid coins, long lines to buy them, losing them while dancing and having too many left at the end of the party. Our team understood the challenges and knew that attendees would love a 21st century alternative. We created a cross media strategy that explained the benefits of this New-Money way of paying using different types of storytelling, collaborations and outreach-strategies to leverage the introduction on a wide variety of channels and outlets.

The results

Because the campaign provided so much value to festival visitors, we created a strong and appealing range of content around it. This drove strong on- and offline advocacy with key influencers and resulted in substantial reach. The launch was covered in a broad range of national-, consumer- and tech media.