The client wanted to bring awareness to Samsung Pay’s participation in the MTA Tap & Go pilot program. With the Transit feature enabled in the app, users do not need to open the app or even wake up their phone to purchase their fare—they just quickly tap their phone on the mobile pay location on the turnstile or ticket validator to catch their ride. The turnstile takeover creative was at 4 major NYC metro stations.
A big advertising spend means a lot of stakeholders to please, so I went through several rounds of concepts and revisions to get to a final product that exceeded the client’s expectations. Plus, a new advertising medium for the Samsung Pay team also meant having to present and get final approval from the EVP of Samsung’s overall brand creative team.
Our team produced simple, clean, straight to the point advertising, with a message easily understood by a busy commuter.
Creative Director: Mike Leser
Copywriter: Janelle Witting