Curve, a UK-based financial services company that allows consumers to integrate all of their credit cards into one digital wallet, has launched a new campaign celebrating the company’s wearables partnerships.
The campaign, which is kicking off in London this week, tells consumers they can give the bird to lugging around big wallets and instead rely on their wearables to make payments.
“By the nature of how Curve works, in a lot of ways it is built for wearables,” said Rich Thrift, head of brand and creative at Curve. “One of the issues that wearable companies find is that they have to go to banks and it gets very complicated for them. You can’t select cards on your ring or your watch strap or but by the nature of how Curve works, we are already doing that.”
The app allows consumers to select their main card along with backup cards to avoid any issues with payment. If a payment goes to the wrong card, users can “go back in time” and switch the payment source to another card.
Working with media partner Transport Media, the campaign is running in London on digital screens across London including Shoreditch, Chelsea, Notting Hill and Fulham. The spots are also running in several major London Underground stations and on mobile advertising vans across the city. Additionally, the brand will project an ad on Oxford Street and Liverpool Street.
The idea is that even if you forgot your wallet or your phone is out of power, you can still get around the city and pay with a wearable watch or a ring.
Curve is integrated with payment platforms such as Apple Pay, Google Pay, Fitbit Pay or Garmin Pay so long as they connect their Curve card.
“Curve is like a Swiss army knife with lots of blades,” explained Thrift. “You may get to a point where you don’t need the screwdriver, you might choose the knife. But sometimes, you may get to a place where there is a horse with a stone in its feet and really need a tool to get a stone out of that horse’s hoof, and you say, ‘Hey, I’ve got a Swiss army knife,’ and you can pull that out.”
