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Apple wants to give its Apple Pay service a boost through a new campaign boasting the new slogan “Pay the Apple Way.” And to ensure the move will reach its intended audiences, the Cupertino company employed different types of advertising, from billboard and banner advertising to team-ups with TikTok creators.

The campaign is now live in select cities in the United States (Atlanta and Dallas) and the United Kingdom (London, Birmingham, and Manchester) and aims to highlight the convenience and security of using the company’s Apple Pay service.

The concept of the campaign is now visible on various street billboards and mall placements the company has in the said locations. Nonetheless, Apple also made sure to reach its global audience through the power of the web.

Weeks ago, the company posted four ad clips on YouTube featuring different scenarios highlighting the benefits of Apple Pay. The clips’ lengths only range between 15 to 30 seconds, but Apple made sure to make them as effective as possible by injecting humor in each scene. The videos are also expected to arrive on different platforms, including TikTok, X, and Instagram.

Apple has also made collaborations with creators on TikTok who will ask the question “Can I _____ with Apple Pay?” on their collab content. This is aimed at encouraging the followers of the creators to start a conversation about the service, translating to the expansion of the campaign’s reach to more users.

This follows the rollout of the service in Morocco after an Apple researcher spotted the service live in the country based on Apple Pay’s backend. Now, it is official, with Apple adding two banks that are the first to support the service: the Crédit immobilier et hôtelier and Groupe Credit Agricole du Maroc.

Apple also expanded recently brought Tap to Pay on iPhone in the UK. The service is compatible with Apple Pay, digital wallets, and contactless credit or debit cards, albeit it requires iPhone‌‌‌‌ XS or newer models. According to Apple, the first payment platforms to support the feature are Revolut and Tyl by NatWest, but it promises that more are coming soon, including Adyen, Dojo, myPOS, Stripe, SumUp, Viva Wallet, Worldline, and Zettle by PayPal.


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