Cash App Outdoor Advertising
Cash App
The Client
15,502,756
Total impressions
6
Locations
4 Weeks
Campaign length
Developed by Block, Inc. (aka the company formerly known as Square Inc.) and launched in 2013, Cash App is a mobile payment service that lets users send, receive, and invest money easily via their smartphones. Its features include peer-to-peer payments, direct deposit, Bitcoin trading and stock investing.
Cash App targets younger, tech-savvy demographics, including Millennial and Gen Z users who value convenience, low-cost financial services and mobile-first experiences. The platform is especially popular among underbanked communities and individuals seeking alternatives to traditional banking. Cash App positions itself as both a financial tool and a lifestyle brand through sleek design, sharp social media marketing and features like customizable debit cards and instant transfers.
Boosting brand visibility and engagement at the U.S. Grand Prix in Austin
The client wanted to boost brand visibility and engagement among younger, tech-savvy audiences by aligning with Formula 1 culture and Red Bull Racing. Building on a strategic partnership with Red Bull Racing and driver Sergio “Checo” Pérez, Cash App created a major presence at the Formula 1 U.S. Grand Prix in Austin, Texas, in October 2022.
The collaboration featured a limited-edition merchandise pop-up at Allen’s Boots, with proceeds benefiting Checo’s foundation for underprivileged children. Attendees had the opportunity to receive signed items from Pérez. Additionally, Cash App hosted the Red Bull Austin Fan Zone and co-presented the Circuit Series After Party, offering exclusive perks to Cash App Card holders. These initiatives targeted younger, tech-savvy audiences, blending motorsport excitement with cultural experiences.
Finding inventory during a squeeze
Much like during SXSW and the Austin City Limits Music Festival, the F1 race is a hectic time for Austin. Inventory can be quite limited, with many advertisers looking to target Circuit of the Americas and city center.
With limited inventory during a busy time in the market, we felt there were other ways to make noise and give the brand an impactful presence through nontraditional formats, truly thinking outside the box.
Targeting city center and East Austin
We advised the client to target some of the major throughways through rather unconventional forms of advertising since the space isn’t as sought after as traditional billboards. With the use of Wild Posting®, painted murals and chartered electric cabs, we carried out an impactful campaign that reached many in the Austin area.
We targeted city center of Austin, such as downtown and East Austin, where activations such as the Red Bull Austin Fan Zone were set, and the Circuit Series After Party, a Cash App-sponsored event.
Using organic reach
While this campaign did not include a specific social element, Cash App is active on social platforms and has a healthy following, including 2.4 million followers on Instagram, where it shares F1 content that gets tens of thousands of likes.
Targeting six locations over four weeks
The four-week campaign (Oct. 3-Nov. 6, 2022) ran in six main locations:
Downtown Austin
East Austin
Congress Avenue
Cesar Chavez Street
5th Street
6th Street
More than 15.5 million impressions generated
The campaign hit a home run, with 15,502,756 total out of home impressions.
Knowing a location is half the battle
We were the right agency because we know the Austin market well thanks to the music scene and SXSW, which sees a huge influx of people to the Austin market. We have a great understanding of not only traditional out of home but also the nontraditional formats, and this campaign leaned into the latter.
“We absolutely love Austin. Getting the chance to work with a tech innovator like Cash App in a place we know so well produced great results for the client, which was thrilled with the high number of impressions.”
Kim M. Pham, Vice-President Digital Marketing
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