Business Owners Let Out an oOOOo in SumUp's Launch Campaign from Wonderhood Studios

As a record number of UK new businesses are predicted to come out of lockdown, SumUp has launched a fun new campaign to target SMEs.

SumUp provides the simplest and most affordable range of payment and financial tools, for the world’s smallest business owners. They enable small businesses to accept card payments, with no contracts or hidden fees. 

Receiving a card reader is often a major milestone for new businesses. The ambition is for the brand to own the moment when a business moves to the next level after they invest in their first card reader – and doing it in a way that is memorable and entertaining. So, when a small business owner gets the SumUp reader out, you know they’re in business. 

The brand campaign featuring TV, OOH, radio and digital is Wonderhood’s first work for the client after winning a competitive pitch in April. Within the TV, directed by Thomas Ormonde, whenever the SumUp card reader is brought out it kicks off a chain of impressed ‘oooos’ that get increasingly more absurd, pushing the comedy to the extremes to make something unexpected from a fin-tech brand.

SumUp brand marketing manager Isabel Clifford said: “We are looking to create an emotional reaction with this brand campaign and get people talking about SumUp, but also spark small merchants to get excited to proudly accept card payments. The concept from Wonderhood Studios captures this in a memorable way that will get merchants and their customers talking!"

Wonderhood creative directors, Jack and Stacey said: “Working with SumUp has been a lot of fun. We’ve been wanting to do something comedic that gets stuck in your head for a while and were lucky enough to work with a client that was up for it too. We must be on to something as Jack’s kids haven’t stopped saying ‘oooo’ for weeks”. 

MindsEye director, Thomas Ormonde said: "When I received the script, I loved the comedic potential in seeing people so transfixed by the SumUp product they just couldn’t stop saying ‘oooo’. The real key for me was being able to push the absurdity in the scenarios so each character escalated from the previous one, even to the point where a gurgling cherub statue or a relieved kidnapped man could join in”.