Boosting SumUp’s Reach With
Catchy Conversion Copy
“From the start, Evelina dove deep into research and returned with insights we hadn’t considered. We were amazed by how beautifully she captured the essence SumUp business and the messages we wanted to convey to the target audience. She demonstrated a clear understanding of individual SMEs and how to engage with them effectively. Her work was exceptional, and she collaborated seamlessly with our creative director. It was a pleasure working with Evelina!”
— Tillie Stephen, IMA Head of Operations
CHALLENGE
SumUp, a global leader in payment solutions, was ready to make a splash in the Australian market. With their innovative card readers and payment products, they aimed to attract small businesses—from busy cafes to market sellers.
The challenge?
Standing out amidst a sea of competitors vying for the same attention. SumUp needed ad creatives that did more than explain their products; they needed campaigns that resonated with busy Aussie business owners and built trust within seconds.
The stakes were high—the ads had to be visually stunning, punchy, and strategically engineered to ‘stop-the-scroll’ in the fast-paced, competitive ecosystems of Meta and Google. This wasn’t just about selling card readers; it was about planting SumUp firmly in the minds (and hearts) of its ideal customers.
SOLUTION
Evelina stepped in, bringing her signature mix of bold copywriting and innovative storytelling. She went beyond the deliverables, embedding SumUp’s ethos—making business simple—into every frame and graphic for the national ad campaign.
Here’s how she did it:
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Graphics That Speak Volumes: Evelina worked with the IMA Creative Director and Graphic Designer to co-create stunning visuals that balanced sleek design with real-world relatability. Card readers were shown in action, seamlessly mixed into the everyday hustle of small business owners.
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6-Second Video Ads: Knowing that busyness is the universal entrepreneur language, Evelina packed the key message into impactful micro-moments. Each second was optimised with compelling text overlays, dynamic product shots, and motivational storytelling to keep viewers hooked.
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12-Second Video Ads: Longer attention spans, same energising vibe. These ads dove deeper into SumUp’s value with snappy narratives showcasing ease of use, zero hidden fees, and game-changing portability—written to build trust and take action.
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Feature Articles in Industry Specific Magazines: Wrote 1,200 word articles and ad creatives for magazines such as Bakers Magazine and Circuit Magazine to connect with the SumUp target customer via traditional print media.
