Illustration of diverse people cheering and playing guitar around a phone screen showing a social media giveaway post for a PayByPhone Block Party event.

PayByPhone Block Party

Campaign Branding
Social Media Assets
Landing Pages
Animation

Overview

During the height of the COVID-19 pandemic, I developed and executed the design of a ‘support local’ campaign for PayByPhone. The campaign aimed to increase the company’s mobile app adoption and promote local business support through a series of social media contests. This initiative became one of the company’s most successful social media campaigns.

Objective

Design a ‘support local’ campaign that would increase PayByPhone’s mobile app adoption and promote local businesses across the company's five key cities in North America.

Key results

Highest level of social media engagement in PayByPhone's history
11.5% conversion rate on contest landing pages
Encouraged brand developement outside the normal standards

Research

Before starting the ideation phase of this project, I needed to decide what design style would best support the campaign goals. To make this decision, I conducted market research on campaigns in the target regions, including some that also focused on supporting local businesses. Understanding each of the five markets was important so that the designs would be impactful for each target audience.

Two logos: 'MAD DECENT BLOCK PARTY 2015' in blue and brown letters, and 'CAPITOL HILL BLOCK PARTY' in white letters stacked on black blocks with colorful accents.Two Block Party logos side by side; the left one has a street sign design with blue and yellow colors, the right one is a bold pink speech bubble with white text.

Ideation

Creating the visual identity for this campaign was a welcomed challenge. The company was gearing up to launch its new brand and wanted this campaign to balance the old branding with the new (not yet launched) branding. This was a complex request that could have resulted in the assets looking disjointed. Luckily, I was given plenty of freedom to test what combination of the brands was most impactful. I worked closely with the Creative Services Manager, who was able to provide further insights into when to use new versus old brand elements. 

Nine variations of the 'Block Party' logo featuring a green header with 'paybyphone' and white block letters on a dark background with a downward point.Nine variations of the PayByPhone Block Party logo in green, black, teal, and red, some with the word Vancouver below the logo.

Challenges

  1. Create a visual identity that balances the new (not yet launched) and old branding without the design looking disjointed.
  2. Ensure the campaign direction was effective and engaging for the five target audiences.

Final results

The success of this campaign was high above the company’s expectations and became their most effective campaign in 2021. The social media assets and landing pages earned a higher engagement than the team had hoped for. Because of the strong vision and design direction this campaign had, the desired app adoption was reached and social engagement was exceeded.

Instagram post on a phone showing a PayByPhone Block Party giveaway with instructions to like, save, follow, and tag local businesses to win a gift card bundle from various local brands.
Instagram giveaway post from PayByPhone with instructions to like, save, follow, and tag a friend, featuring a gift card bundle from local Winnipeg businesses and colorful illustrations of people.
Laptop screen showing PayByPhone Block Party Vancouver Edition webpage with illustrated diverse people celebrating.
Laptop on a wooden stand displaying a webpage titled 'Meet the Businesses on the Block' featuring local Vancouver businesses with descriptions and images.
Laptop screen showing a webpage titled 'Explore the Creativity of Your City' with information about public artworks in Winnipeg and an illustration of a person painting the letters YWG.
Laptop displaying PayByPhone app advertisement promoting parking with no coins, text reminders, and remote time addition.

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