{"id":27184,"date":"2025-01-17T03:32:39","date_gmt":"2025-01-17T03:32:39","guid":{"rendered":"http:\/\/ispot-local-2.local\/?p=596"},"modified":"2025-03-31T09:39:47","modified_gmt":"2025-03-31T16:39:47","slug":"turning-weird-into-safe-cash-apps-weird-for-real-campaign-strikes-a-chord-with-viewers","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/turning-weird-into-safe-cash-apps-weird-for-real-campaign-strikes-a-chord-with-viewers\/","title":{"rendered":"Turning Weird into Safe: Cash App\u2019s &#8216;Weird for Real&#8217; Campaign Strikes a Chord with Viewers"},"content":{"rendered":"\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Cash App\u2019s \u201cWeird for Real\u201d campaign takes a new approach to protecting users from scams, employing humor to highlight practical tools to keep money safe.<\/p>\n\n\n\n<p>Developed with Mischief @ No Fixed Address, the campaign centers on quirky yet relatable depictions of scams\u2014from suspicious puppy offers to a doppelganger attempting identity theft\u2014drawing attention to the product features designed to combat them.<\/p>\n\n\n\n<p>The campaign expands its reach across social media, linear TV, and streaming platforms.<\/p>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>Here\u2019s what iSpot\u2019s Creative Assessment platform revealed on actual viewer response to the campaign.<\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/16062038\/iSpot-Cash-App-Creative-Spotlight-Template-v2-1.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>The Details:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>While each of the newest Cash App spots were Attention-getting and to some (but varying) degrees, Informative and Relevant, &#8220;2-Factor Authentication&#8221; and &#8220;Card Transaction Alerts&#8221; were the best received by American viewers:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>Across the campaign, the message stood out to viewers as the Single Best Thing of each ad at rates above category norm, as did the characters.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/16062042\/iSpot-Cash-App-v1_01-1.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/16062046\/iSpot-Cash-App-v1_02-1.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>However, &#8220;2-Factor Authentication&#8221; and &#8220;Payment Alerts&#8221; sparked the strongest consumer intent, with viewer commentary on &#8220;Payment Alerts&#8221; reflecting the fact that scams and the overall &#8216;creepy&#8217; vibe of the ad was disturbing to some, but the feature was still appreciated:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>The humor came across more positively in &#8220;2-Factor Authentication&#8221; but &#8220;Payment Alerts&#8221; demonstrated how easily one can be scammed and the importance of the brand&#8217;s alerts.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/16062049\/iSpot-Cash-App-v1_03-1.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/16062052\/iSpot-Cash-App-v1_04.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>Sample comments on &#8220;Payment Alerts&#8221; :30<\/strong><\/p>\n\n\n\n<p><strong>\u201cI really liked this ad! It immediately got my attention and curiosity as to who the creepy lady was and why she was there. The overall message was a perfect example of if it seems off, it probably is. I did not know that Cash App detected scams like this, so this was very informative because I use Cash App quite often! The characters were age relevant as well.\u201d<\/strong><br \/><em>Female 36-49<\/em><\/p>\n\n\n\n<p><strong>\u201cIt instantly made me curious. The music and the actors were excellent. I immediately had the sense the woman with puppies couldn&#8217;t be trusted. All leading to a product I want and need that, without this commercial, I wouldn&#8217;t even pay attention to.\u201d<\/strong><br \/><em>Male 50+<\/em><\/p>\n\n\n\n<p><strong>\u201cI am not an animal fan and while the commercial was creepy and the main dog lady was creepy I enjoyed the commercial! Great way to get the point across for Cash App and a fun and interesting commercial.\u201d<\/strong><br \/><em>Female 36-49<\/em><\/p>\n\n\n\n<p><strong>\u201cLittle creepy but got my attention and who can say no to puppies. But also goes to show how easy it is to be scammed.\u201d<\/strong><br \/><em>Female 21-35<\/em><\/p>\n\n\n\n<p><strong>\u201cThis is a VERY interesting ad. I don\u2019t think I&#8217;ve ever seen one like this before. I usually don\u2019t like not knowing quickly what the ad is for, but I don\u2019t mind here due to the suspense of the scene and how it needs to play out first. The characters are intense and the twist at the end is cool.\u201d<\/strong><br \/><em>Male 21-35<\/em><\/p>\n\n\n\n<p><strong>\u201cI am a user of Cash App so I like knowing what features are available for the app. Although I found this ad very creepy at times, it did get its message across.\u201d<\/strong><br \/><em>Female 36-49<\/em><\/p>\n\n\n\n<p><strong>\u201cI just downloaded Cash App recently and I have also been scammed in the past when making person to person payments on other platforms. I would appreciate an alert like this. I also like the dark humor used in this ad. I thought it was funny without being offensive.\u201d<\/strong><br \/><em>Female 21-35<\/em><\/p>\n\n\n\n<p><strong>\u201cIt was a little off putting at first, but that is the point. There are scammers everywhere and this product will help to guard against them.\u201d<\/strong><br \/><em>Female 36-49<\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>&#8220;Payment Alerts,&#8221; however, did not see brand recall (unaided) as developed as the other ads in the campaign with a larger proportion of viewers indicating the branding went by too quickly or simply could not be recalled:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>This was the only ad in the group that did not feature audio, or early branding\u2014a key note for forward creative by Cash App.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/16062054\/iSpot-Cash-App-v1_05.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/16062057\/iSpot-Cash-App-v1_06.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Second-by-second trace reflects the stronger early engagement captured by the two top performers (aiding message delivery and therefore intent), suggesting media schedules favor &#8220;2-Factor&#8221; and &#8220;Payment Alerts&#8221; going forward:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>Viewer verbatims did not mention specific threats (such as identity theft and scams) in the other two creatives to the same degree, likely a factor in the lesser impact seen.<br \/><br \/><\/li>\n\n\n\n<li>Based on professed purchase\/visit intent, Cash App could shift &#8220;Card Lock&#8221; support to the higher performing ads.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/16062059\/iSpot-Cash-App-v1_07.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/16062104\/iSpot-Cash-App-v1_08.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>&#8220;2-Factor&#8221; was most resonant among viewers who have received and\/or sent payments within the U.S. over the past year, while &#8220;Payment Alerts&#8221; resonated very well with those sending payments outside the U.S.:<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/16062108\/iSpot-Cash-App-v1_09.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The best received :30 in the mobile payments category over the 90 days ending 12\/4\/24 was PayPal&#8217;s &#8220;Pay Everywhere&#8221; featuring Will Ferrell:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>However, this competitive spot did not achieve higher consumer consideration than Cash App\u2019s &#8220;2-Factor Authentication.&#8221;<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/16062112\/iSpot-Cash-App-v1_10.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/16062115\/iSpot-Cash-App-v1_11.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Advertisers need to identify the creative that will drive business outcomes and ensure that in-market execution aligns against the highest potential ads.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.ispot.tv\/demo\">Schedule a demo<\/a> to find out how your brand can partner with iSpot to quickly solve both challenges simultaneously, delivering high-performing creative while boosting the effectiveness of planning and in-market execution to achieve\u2014and outperform\u2014campaign objectives.<\/p>\n\n\n\n<p style=\"font-size:12px;\"><i>Creative Agency: Mischief @ No Fixed Address<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cash App\u2019s \u201cWeird for Real\u201d campaign takes a new approach to protecting users from scams, employing humor to highlight practical tools to keep money safe. Developed with Mischief @ No Fixed Address, the campaign centers on quirky yet relatable depictions of scams\u2014from suspicious puppy offers to a doppelganger attempting identity theft\u2014drawing attention to the product&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":27187,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[497],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/27184"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=27184"}],"version-history":[{"count":6,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/27184\/revisions"}],"predecessor-version":[{"id":27192,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/27184\/revisions\/27192"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/27187"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=27184"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=27184"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=27184"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=27184"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}