B2C2B / Speaking about B2B marketing in 2017, Matt Talbot, now partner CCO at WorkInProgress, told us, ‘The reality is that if you do something impactful with consumers, it will have an impact on your brand partners because they are run by people too.’ It’s a strategy that Yabie has embraced here. Rather than focusing on the rationality of the product, this campaign shows that Yabie’s point-of-sale (POS) system is more than an iPad and an app, tactically using real-time data to solve a business problem – in this case, helping a bakery sell its remaining stock that would otherwise have to be thrown away. The agency told Contagious that the campaign was intended to help small to medium-sized businesses streamline their payment processes given the current economic challenges they face. Herman Vieweg, creative director at Animal, and Karl Garberg, CMO at Yabie, told Contagious, ‘Every day, these businesses need to make enough money to survive. For them, food waste isn't just an environmental shame, but a major blow to the company itself.’ The resulting DOOH campaign is a great product demo and illustrating how Yabie’s tech can provide solutions for other small businesses.
Competitive landscape / According to the agency, Yabie is one of Sweden's fastest-growing fintech companies and experienced a 500% year-over-year increase in 2020-21 and a 326% surge in 2021-22. The brand even surpassed Zettle by PayPal in total earned media mentions last year (impressive, given its reportedly one of Europe’s POS market leaders). Campaigns like this can only help Yabie’s growth, showcasing its offerings and how its tech can maximise revenue for small businesses. Herman Vieweg, creative director at Animal, told us, ‘To make real-time changes to the screens we had to develop an application the bakery could use and control the ads from. Thanks to the innovative lab at Ocean Outdoor we were able to overcome this without hassle.’ This campaign shows Yabie going above and beyond to create a seamless software system that works with tech outside the café, responding to an opportunity in the market and creating a unique selling point to differentiate it from the competition.
