Fintech disrupts corporate finance narrative with interactive installation showing how businesses waste 55,000 hours annually on manual processes.
This article first appeared as a Press release.
A giant interactive credit card is stopping London commuters in their tracks as part of an innovative Out-of-Home (OOH) campaign by spend management platform Payhawk. The installation, which transforms mundane financial processes into an engaging brand experience, features a dynamic "Time Machine" that visualises the hours businesses waste on manual expense management.
Created in partnership with brand experience agency The Current Collective, the campaign reinvents traditional financial services advertising through a blend of scale, interactivity, and humour. Commuters passing through London's major railway stations are drawn to press an oversized button on the installation, triggering a randomised generator of relatable business scenarios – from calculating client lunch expenses to chasing receipt photos from colleagues.
Gianpaolo Lauretta, Creative Director, The Current Collective, says:
We wanted to break the traditional mould of B2B financial advertising. By combining a striking physical installation with playful, relatable content, we're creating shareable moments that transform Payhawk's core message of time-saving into a tangible experience.
"The 'Time Machine' concept lets people physically interact with the brand's promise," Gianpaolo continues.
The campaign's creative strategy is backed by research revealing the following:
85% of finance leaders recognise the importance of spend culture, yet struggle with implementation.
Rather than present these insights through traditional channels, the installation dramatises the findings through real-world scenarios that resonate across industries.
Jack Cummings, CMO at Payhawk, says: "Marketing and creative agencies are particularly familiar with the challenges of managing multiple client budgets, international projects, and tracking campaign expenses across teams. This installation speaks directly to their pain points while demonstrating how technology can free up time for more strategic and creative work."
The integrated campaign combines the hero installation with strategic digital OOH placements throughout each station, delivering close to 4 million impressions. Early response shows commuters not only stopping to interact but sharing photos with their business teams, sparking conversations about spend management efficiency.
Key campaign elements include:
The installation marks the latest evolution in experiential B2B marketing, demonstrating how traditionally complex business solutions can be communicated through creative technology and engagement. The campaign runs throughout January and February, with its final appearance at Kings Cross station on February 12th.
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