The Challenge

Verifone introduced the world’s first payment terminal in 1982. And despite numerous acquisitions and new innovations over the years, Verifone was narrowly defined as the company behind “the box.” So Verifone partnered with FredSwan for over a decade to rewrite the company story, positioning the global giant as a dominant force in all things related to the point of sale – new media, new technology and end-to-end solutions.

Deliverables

  • Brand Positioning
  • Brand Platform
  • Visual Identity
  • Style Guide
  • Content Curation
  • Omnichannel Campaign
  • Integrated Media Plan & Buy

60% of Sales. The CEO of Verifone stated an aggressive goal to grow the company’s non-hardware business, making software and services the primary source of revenue.

The Ignition Process

Far Outside The Box

Discovery

Verifone had been on a transformational journey from payment box provider to a services-based business. With so many completed initiatives and acquisitions, this transformation had become a reality. VeriFone tasked FredSwan with relaunching the corporate brand positioning to reflect this commerce leadership message.

Strategy

The Verifone platform connects a full set of payment terminals, services and applications to help retailers build successful commerce systems that leverage a fully open architecture. No other company has the global footprint and the expertise in services, solutions and technological innovations that Verifone brings to the new payments landscape.

Creative

FredSwan established a new campaign to position Verifone as the one company capable of connecting all the endpoints in commerce, “Connecting It All, Changing Everything.” The creative strategy enhanced messaging to suit go-to-market objectives, and the cohesive storyline was carried through to marcom, product marketing, digital and events.

Metrics &
Refinement

To show Verifone as more than just the device company, we focused creative on realism. We featured actual Verifone employees in their local environments, people and places that went far beyond device manufacturing. Because this story of authenticity was so well received, the campaign was transformed into a global roadshow sponsored by the CEO. Video and messaging was even leveraged by Visa in a joint piece for a 5,000-person keynote at Money20/20.

Verifone