SumUp wanted to showcase the features of its Magic Pay platform through a campaign that reflected real hospitality experiences. Rather than simply demonstrating the technology, the objective was to highlight how Magic Pay removes common payment frustrations for both customers and staff, making the dining experience faster, simpler and more enjoyable.

We developed a character-led campaign centred around a group of friends dining together, using humour and relatable scenarios to demonstrate the product’s key features. By focusing on familiar moments, such as splitting the bill at the end of a meal, we brought Magic Pay’s functionality to life through cinematic storytelling rather than a traditional product demonstration. Working closely with SumUp, we also maximised production value by filming in one of their customer venues and creating a range of additional social assets from the same shoot.

The campaign transformed everyday payment challenges into an engaging brand story that audiences could instantly recognise. By combining humour with product education, the content made Magic Pay’s benefits easy to understand while creating a more memorable experience than a feature-led explainer.

The campaign launched across SumUp’s digital and social channels as part of its wider product marketing activity, providing a suite of premium content that showcased Magic Pay in a relatable, customer-focused way. The project equipped the marketing team with versatile campaign assets that communicated the platform’s value through storytelling rather than technical explanation.