OTP Bank faced a tough audience in iPhone users,who viewed them as an outdated, costly institution that lagged in innovation.This perception posed a particular challenge for the Apple Pay launch, as OTP Bank aimed to position itself as a leader in digital solutions. iPhone users,however, are a unique and hard-to-reach group, relying primarily on peer opinions and less responsive to traditional advertising. Adding to the challenge, the campaign had to be designed without disclosing the exact launch date of Apple Pay, meaning the teaser phase required generating excitement without hinting directly at the new service.
The campaign initially focused on promoting contactless mobile payments and OTP Bank’s role in digital innovation, highlighting the success of Android mobile payments to catch Apple users’ attention. The anticipation for Apple Pay and the rivalry between “Android” and “Apple” users created fertile ground for the teaser campaign. Influencers and media partners helped deliver a unified message — “there are many ways to pay,but something is still missing”— which fueled user interest. The teaser included citylight ads and building wraps in busy areas of Budapest and sponsorship of the Gourmet Festival, all spotlighting mobile payments. Influencers shared videos expressing their excitement for Apple Pay, and user comments confirmed the teaser's effectiveness. By this point, anticipation was so high that users were flooding call centers with inquiries, and the media was speculating on the launch date.
On May 21, OTP Bank unveiled Apple Pay with alarge-scale press event, new posters, and symbolic green apple gift baskets for the media, creating synergy between OTP Bank and Apple Pay. In the campaign's follow-up, influencers like The VR and Csaba Magyarósi created tutorials demonstrating the service’s use.
The campaign's success was clear, as thousands of users digitalized their cards within hours of the press event, and social media reactions shifted OTP Bank’s image positively. Paid partnerships generated close to 1 million impressions, while organic PR efforts reached around 20 million readers through 133 media appearances.
