Braintree: Tour de Tech

Braintree, a global payments platform, launched the Tour de Tech campaign in the UK to engage its target audience and increase brand awareness.

Objectives and strategy

Our target audience, leaders of mobile and e-commerce companies, are a sought-after crowd, tribal and averse to traditional advertising.

To reach them, we knew we had to find a way to play a part in their everyday lives. We needed to show Braintree's benefits – not just tell them. So we created an engaging brand experience that improved the lives of these hardworking, mobile-savvy, on-the-go entrepreneurs, we crated Tour de Tech, real bike race on a virtual route.

The measure of success was awareness in the London tech community, engagement with the Braintree brand, and something...

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Insights Team
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