Cos Mingides

Mar 11, 2024 | mediacatmagazine.co.uk | Cos Mingides |Don Hoyt Gorman |Chris Bailey |Benedict Buckland

When payments and payroll platform Papaya Global felt its advertising was struggling to stand out in its increasingly competitive sector, the marketing team decided the solution was to go really big. The Super Bowl big, with a $7 million 30-second spot. ‘It’s not so we can sell more,’ Papaya’s director of communications, Hila Pera, told Tech Crunch. ‘Obviously, yes, we want to see a very direct ROI, but we all understand this is a brand building or a brand awareness play.