Square celebrates human connection in ‘Service Still Matters’ platform, via Sunday Gravy campaign
Business technology provider Square has rolled out a new brand platform that emphasises the importance of humanity when dealing with customers, via Sunday Gravy.
The company’s ‘Service Still Matters’ platform showcases hospitality business owners offering their customers exceptional service, despite the negative emotions they may be feeling in the moment.
The campaign features two 30-second films, directed by Novemba from Good Oil.
The decision to spotlight service and people was intentional, according to Square’s creative director, Kae Yen Wong, who said that while technology can benefit businesses in their operations, it is the people conducting the work that will impact the customer experience.
“At Square, we have always been about empowering businesses to do what they do best,” Wong said.
“This campaign is a reminder that while technology can enhance efficiency, it’s the people – their warmth, creativity, and dedication – that truly elevate the customer experience.”
When commenting on the platform, Sunday Gravy’s senior creative, Sam Whatley, said the work spotlights service workers’ “underappreciated acts”.
“We all love to feel special. That’s why great service keeps customers coming back,” said Whatley.
“With this new platform, we’re shining a light on the underappreciated acts of service workers – in a way that hopefully feels relatable and real to anyone who’s had to sing happy birthday to a stranger.”
‘Service Still Matters’ is being launched by Square’s media agency within Australia, Alchemy One.
Aimed at customers and business owners in Brisbane, Sydney and Melbourne, the launch spans OOH, TV and cinema, audio, digital and social.
Additionally, the campaign uses “contextual placements spotlighting key moments and locations” that are essential to the country’s local economy.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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