J.P. Morgan Payments was formed in 2021 as a new division of the iconic bank. They create best-in-class and cutting-edge API-powered solutions for corporations, financial institutions, government organizations, and small-to-medium businesses around the world.

Our submission is about a creative campaign that is transforming perceptions and driving B2B consideration for J.P. Morgan Payments. It demonstrates the remarkable power of an idea founded in a fundamental truth – one that reframes the very way the business leaders think about payments.

J.P. Morgan Payments is transforming the way the world pays and gets paid through a technologically innovative suite of products, platforms and partners to give modern businesses the scale, agility and security they need to thrive.

But the zeitgeist of the payments industry is dominated by a false binary: reliable, secure legacy banking institutions versus new, agile innovative disruptors. This pervasive way of thinking meant that with centuries of legacy and no tech origin story (unlike so many VC-funded darlings), J.P. Morgan Payments would struggle to break through as a trustworthy force for innovation in the payments market. Given our existing brand equities, we needed a uniquely ownable way to stand apart from other FinTech players.

Our mission: develop and launch a perspective-shifting campaign that would transform our legacy from liability into legitimacy, and position J.P. Morgan Payments as a trusted innovator in the world of payments.

While the B2B landscape is full of jargony messages, we built our campaign on a novel, human-first truth: Payments are messages.

We brought this truth to life with an integrated, 360 campaign, rooted in one powerful idea: Every Payment Speaks Volumes.

Every payment says something more, about the sender, the receiver, and the relationship between the two. With 200 years of legacy financial experience, J.P. Morgan understands and speaks the language of payments better than anyone. We’ve learned how payments evolve—about what’s worked, what hasn’t and where payments should go next.

Because in a world that continues to innovate, so must payments. When they do, their potential speaks volumes.

We expressed this idea with a fresh design system, upleveling the brand’s aesthetic and shows Payments in Motion – a creative element that decodes the messages hidden in payments, giving shape and meaning to the transactions taking place all around us.

Our audience is The Buying Committee: highly informed business decision-makers and influencers with various titles—Treasurer, Tech Lead, C-Suite, Consultant, among others—across an array of industries, with differing needs, motivations, and degrees of financial and technical sophistication.

Our research found Buying Committee members are constantly hunting for a competitive edge, and are aware of how payments can deliver that edge—within their individual specializations. What they needed was a common language, a way to talk about our solutions that would resonate across the Committee’s differences.

By grounding our strategy in the truth that payments are messages, we created a compelling new way to frame the promise of payments for every Committee member: with J.P. Morgan Payments, your payments communicate, reveal powerful insights, and connect every part of your business.

All that was left was to get our idea in front of them at the right moments.

Conferences are when Buying Committees break away from their routines to rethink the potential of payments. So we launched our big idea at 2022’s largest, most influential global conferences, hijacking these transformative moments: Money20/20 Amsterdam and Las Vegas, Global Trade Week in London, EuroFinance in Vienna, Sibos in Amsterdam (again!), and the Singapore Fintech Festival.

We blanketed The Buying Committee’s conference journeys in splashy, surprising ways: high-impact OOH in airport terminals, train station takeovers, even novel, in-app ads on Uber rides. And with WIRED as a partner, we published Payments Unbound: an entire magazine dedicated to our innovative view on payments, which we distributed at the conferences.

We supported all of this with a global, integrated 360 campaign: showing up in their LinkedIn feeds and YouTube binges, their Spotify podcasts and Pandora stations. We even appeared around conference news coverage through partnerships with Forbes, the Economist, and others.

Our novel perspective won the attention of business decision-makers and drove significant, trajectory-shifting results.

Amongst conference attendees (where we focused our initial marketing blitz): Familiarity significantly increased by +17%; Favorability by +11%; and Intent by +11%.

Amongst those who had been exposed to the campaign beyond the conference: Top of Mind Awareness significantly increased by +15%; Consideration by 12%; and Intent by 9%.

The campaign garnered over 179MM impressions, directly driving more than 408,000 clicks and contributing to a 179% year-over-year increase in unique visitors to our website.

Best of all, our declaration of Every Payment Speaks Volumes increased the perception of J.P. Morgan Payments as innovative by a whopping +21% – a stunning achievement for an established bank with 200 years of legacy.

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