Checkout can be a frustrating afterthought in online shopping. Paze aims to transform this experience, making checkout as easy and joyful as the shopping itself. Brought to you by seven of the largest U.S. banks and about 1,000 smaller financial institutions and credit unions for whom Elan is a processor. Paze is a first of its kind offering - designed to fill a market gap that hadn’t been solved yet – having a convenient online checkout experience with added security because actual card numbers are not shared with the merchant.
The goal: launch the new brand and achieve 19% national brand awareness by the end of 2024.
We focused on reframing checkout as a moment of joy and ease, highlighting the Paze core differentiators—speed, security, and trust. By anchoring the campaign in relatable shopping scenarios and the bank-backed reliability of Paze, we positioned it as the smarter, safer solution for digital payments.
This fresh, consumer-first perspective exceeded expectations, with Paze reaching 22% awareness, in November 2024, ahead of schedule, establishing itself as a credible new player in the digital payments market.
Paze entered a competitive market where convenience often overshadowed trust. To differentiate, we redefined checkout as a joyful and effortless part of the shopping experience. Our platform, “Built for how you shop,” emphasized emotional connection and trust, showing how Paze fits seamlessly into diverse shopping habits while offering speed and security.
Creative Approach
We leaned into relatable moments—shopping during a bubble bath, holding a baby (or two!), or on a work break—to highlight how Paze adapts to every lifestyle. Humor and everyday scenarios reinforced the ease and simplicity of using Paze, while vibrant visuals and clean, intuitive design mirrored the product’s core promises of trust and delight.
Execution
We launched a robust 360º strategy designed to build trust and recognition:
Every asset reinforced the Paze differentiation: fast, easy checkout with added security due to tokenization and backed by trusted financial institutions. This cohesive strategy built consumer trust while emphasizing Paze’s reliability and adaptability in any shopping scenario.
The campaign exceeded expectations, establishing Paze as a trustworthy new player in digital payments:
By turning checkout into a moment of ease and confidence, Paze not only achieved awareness goals but laid the foundation for future growth in adoption and transactions.
