Client: PayPal | Studio: PBJS
Challenge
Since its inception in 2000, e-commerce innovator PayPal has changed the way people shop online. In 2011, it launched its vision to change the way people shop everywhere, with integrated, real-world payment solutions. But PayPal lacked a way to illustrate the experience of paying with PayPal in-store and on-the-go to potential partner merchants and media, whose buy-in was needed to make this vision a reality.
Strategy
We met the challenge of showing PayPal payment technology in the real world with the Shopping Showcase. The Showcase offers guests the chance to walk through a series of simulated demonstrations that show how PayPal can create an easy, simple and secure shopping experience for both retailers and consumers. The physical space engages media and merchants in PayPal’s vision, offering a clear illustration of how this integrated payment system will change the future of retail.
Making it Happen
We transformed a SOHO storefront into a series of real-world shopping vignettes, including a coffee shop, hardware store, grocery store and a high-end fashion boutique. Six scenarios demonstrate how PayPal functions on mobile devices, online and in-store.
Guests begin in the living room, where they learn how PayPal makes it easy to browse online and manage finances using one’s PayPal account. From there, actors walk them through a variety of shopping experiences. In each vignette, guests interact with different PayPal payment methods on interactive touchscreens and learn how PayPal technology helps merchants reach consumers and consumers take control of their payments and purchases.
We crafted the vignettes, messaging, collateral, signage and videos throughout the space to create a cohesive look and feel while still delivering six unique vignettes. We wove PayPal’s new brand throughout, incorporating their new color palette and graphic system into each storefront. Printed takeaways, combined with USB drives loaded with a video piece from each vignette, are given to all guests to enable them to share PayPal’s vision.
The Shopping Showcase in New York became the perfect backdrop for media events, providing a platform for PayPal to not only tell, but show, their story to press and VIPs. It was the ultimate sales tool, with many potential merchant partners visiting the space to see PayPal payment solutions in action.
Results
While specific results are confidential, the space received televised coverage including featured spots on Bloomberg TV and E! News. Extensive written press coverage, including pieces in Forbes, Reuters, GigaOM and Mashable helped to extend the Showcase’s reach. The client was thrilled with the results, the space became an integral sales tool and we were asked to create a permanent Shopping Showcase installation on the PayPal campus in San Jose.
