Payback was known as a bonus system for end consumers. However, for B2B communication, we needed a new positioning without actually reinventing the brand: PIOs task was to reposition the brand as a multi-channel marketing platform for the commercial sector. The starting point for this new appearance was DMEXCO, Europe’s largest trade show for the digital industry.
We used the „Tante-Emma-Laden“, a german term for small businesses, as an analogy. Just like the good old „Tante-Emma-Laden“, Payback knows the end consumers like no other. Whether it’s about the frequency of shopping, the size of the wallet, or specific wishes and preferences.
The booth designed in the authentic style of a “Tante-Emma-Laden” was honored with a visual excellence award by DMEXCO and continues to greet visitors at Payback’s Munich corporate headquarters. The “Tante-Emma” analogy resonated beyond just the fair. Our comprehensive media and press efforts bolstered the brand, leading not only to the acquisition of millions of new end consumers and a notable impression as an app, but also to the onboarding of significant trade partners like the entire REWE Group.