EAT YOUR WALLET AWAY

TitleEAT YOUR WALLET AWAY
BrandGOOGLE
Product / ServiceGOOGLE PAY
CategoryB01. Use of Ambient Media: Small Scale
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
PR DENTSU INC. Tokyo, JAPAN

Credits

Name Company Position
Taku Nakane Google Product Marketing Manager
Junya Eguchi DENTSU inc. Creative Director
Toshiki Nakamura DENTSU inc. Communication Planner
Teruhisa Ogura DENTSU inc. Art Director
Naoyuki Masuda DENTSU inc. Promotion Planner
Tatsuya Yamaguchi DENTSU inc. Brand Producer
Kotaro Hirahara DENTSU inc. Brand Producer
Soichiro Sakai TOW Experience Producer
Takashi Kibe TOW Production Producer
Yuki Kobayashi TOW Production Manager
Atsushi Tokuue Niban Kobo Chief Shooting Producer
Yuji Shikii Niban Kobo Shooting Producer

The Campaign

Google Pay presents “Eat your wallet away!” and say goodbye to cash! We created edible wallets & coins, and have people eat them away. As a symbol of cash payment, we crafted waffle wallets stuffed full of ice cream and topped with coin cookies. Then, we invited people to eat them away after taking part in a mock Google Pay transaction—and say a symbolic goodbye to their cash lifestyle.

The Brief

630,000 USD

Creative Execution

Driven by the waffle wallet’s eye-catching concept and by shares on social media, over ten thousand people flocked to the event. The attendants were first asked to take part in a mock Google Pay transaction. As a reward, they were then given their delicious waffle wallet, which they ate away, coins and all. In the process, they made a symbolic gesture of going cashless.

Describe the success of the promotion with both client and consumer including some quantifiable results

95% of the attendees showed interest in going "cashless”. With 1 out of 5 people starting to use Google Pay straight after this experiential campaign. People were getting rid of their wallets and cash, and they loved it.

Explain why the method of promotion was most relevant to the product or service

Japan is resisting going cashless. Why? The fear of new technology. We hoped to change minds of such people, but it was a problem how people are especially hesitant towards believing in messages delivered from traditional advertisement. So, we created an experiential campaign designed to make going cashless feel like a piece of cake. By appealing to the consumer’s sweet tooth, we were able to make them sweet on going cashless. We succeeded in moving the hearts of our target. After all, not being burdened by a wallet or cash is its own treat.

It turns out that not even a technologically savvy country like Japan is immune from the fear of new technology. As developers of new technology, it is our job to ease those fears so technology can flourish. By appealing to the consumer’s sweet tooth, we were able to make them sweet on going cashless.