From Market Launch to Multi-Market Activation
Client: Figure Pay, a Figure Technologies payments platform
Markets: St. Louis, MO | Chicago, IL | Denver, CO
Services: Experiential Marketing • Brand Ambassadors • Street Teams • Merchant Acquisition Support • Consumer Engagement • Billboards • Sidewalk Decals • Wild Posting • Television • Radio • Digital Advertising • Field Reporting
3 Markets | $80K+ St. Louis Program | 65+ TV Spots Booked | 17 Festival Merchant Signups | $5.22 Average CPM
OVERVIEW
Ayden Activation Group helped Figure Pay connect mass-market awareness with real-world adoption.
As Figure Pay expanded its digital payments platform, the brand needed more than traditional advertising. It needed consumers to understand the product, merchants willing to participate, and meaningful interactions that could turn awareness into account activation.
Ayden developed and coordinated an integrated market-launch program combining broadcast media, out-of-home advertising, merchant outreach and experiential marketing.
Beginning with an extensive St. Louis rollout and expanding into Chicago and Denver, Ayden helped connect Figure Pay’s marketing strategy with execution on the ground.
The St. Louis engagement alone exceeded $80,000, reflecting the breadth of the program and the growing role Ayden played in supporting the launch.
THE CHALLENGE
Introducing a new financial technology platform required building trust, visibility and participation among two distinct audiences: consumers and merchants.
Consumers needed to understand the benefits of Figure Pay, download the app and complete onboarding steps before they could begin using the platform. Merchants needed education, enrollment assistance and preparation to accept Figure Pay during local events.
With major community activations approaching, the brand also needed to generate awareness in advance rather than relying solely on event-day engagement.
The challenge was to create a coordinated campaign that could build market visibility while supporting the actions necessary for consumer and merchant adoption.
THE STRATEGY
Build awareness at scale. Create meaningful engagement locally.
Ayden approached the rollout through interconnected marketing channels designed to reach audiences throughout their daily routines and at moments of high engagement.
Billboards, radio, television and digital media introduced Figure Pay to the broader market. Sidewalk decals and street-level placements reinforced the message in high-traffic environments.
Merchant outreach helped establish participating businesses, while trained Brand Ambassadors provided product education, supported app onboarding and encouraged consumers to engage directly with the platform.
Together, these channels created a coordinated approach connecting media exposure with real-world consumer action.
BUILDING HE ST. LOUIS MARKET
St. Louis served as the foundation of Figure Pay’s integrated activation program.
Ayden coordinated billboard placements, sidewalk decals, radio advertising and local television opportunities while supporting merchant development and planning experiential activations around major community events.
The objective was to establish a recognizable market presence before transitioning consumers from advertising exposure to direct brand interaction.
TAKING THE LAUNCH TO LOCAL TELEVISION
One of the campaign’s most significant components involved securing a live television opportunity through Studio STL on FOX 2/KPLR 11.
Ayden coordinated the broadcast opportunity, scheduling and media arrangements for Tony Morosini, Figure Pay’s Head of Banking & Payments, who traveled from California to St. Louis to participate in the live, in-studio interview.
The appearance provided Figure Pay with an opportunity to introduce its platform, communicate its benefits and build familiarity with local audiences ahead of the brand’s major community activations.
Ayden also negotiated an expanded television advertising package that included:
65 confirmed 30-second television spots
15 spots within FOX 2’s Studio STL programming
50 run-of-station spots on KPLR 11
Additional bonus inventory negotiated through the station
The Studio STL media package also included 25,000 digital display impressions through FOX2Now.com.
Combined with radio advertising, billboards and street-level visibility, the broadcast component helped establish a strong awareness platform supporting the St. Louis launch.
MERCHANT DEVELOPMENT: BUILDING BOTH SIDES OF THE TRANSACTION
For Figure Pay, consumer awareness was only part of the equation. Local businesses also needed to understand and participate in the platform.
Ayden worked alongside Figure Pay’s merchant operations team to support merchant development surrounding Taste of St. Louis and the Hispanic Festival.
The initiative included merchant-list development, direct business outreach, field visits, product education, enrollment follow-up and coordination between participating businesses and Figure Pay’s operations team.
Brand Ambassadors visited local businesses to explain the platform, communicate participation opportunities and help merchants navigate the enrollment process.
Following the festival outreach, Figure Pay identified 17 merchant signups associated with the businesses Ayden had submitted.
This merchant-focused component extended the campaign beyond traditional awareness and helped support the local network necessary for real-world product usage.
TASTE OF ST. LOUIS: TURNING AWARENESS INTO ACTION
With market awareness established, Ayden brought Figure Pay directly to consumers through an experiential activation at Taste of St. Louis.
Ayden recruited, trained and managed a dedicated Brand Ambassador team responsible for representing the platform, educating consumers and supporting the activation experience.
The engagement was structured around meaningful consumer actions rather than passive promotional interactions.
Brand Ambassadors helped visitors understand Figure Pay and navigate account setup, bank-account connection and card-request steps. Consumers were encouraged to participate through promotional incentives tied to specific onboarding actions.
Existing Figure Pay users could also engage with an interactive branded experience featuring cash and promotional prizes.
Ayden managed field staffing, team coordination, consumer support and activation documentation, including photography and completion reporting.
Following the event, Figure Pay’s marketing team requested that Ayden’s activation report be included in its broader St. Louis campaign recap.
HISPANIC FESTIVAL: EXTENDING THE ACTIVATION
Ayden continued the St. Louis program with an additional consumer and merchant activation surrounding the Hispanic Festival.
The agency supported Brand Ambassador staffing, merchant outreach, enrollment follow-up and consumer engagement while coordinating closely with Figure Pay’s operations team.
The work involved communicating with local businesses, assisting participating merchants with registration and helping prepare the program for on-site consumer interaction.
Together, the two festival activations demonstrated Ayden’s ability to coordinate the moving pieces behind an integrated campaign, connecting the brand, merchants, event organizers, field teams and consumers.
EXPANDING INTO CHICAGO AND DENVER
Following the St.Louis launch, Figure Pay expanded its relationship with Ayden to support additional market initiatives.
CHICAGO: HIGH-TRAFFIC STREET-LEVEL MEDIA
For Chicago, Ayden developed and coordinated a street-level activation involving posters, boards and sidewalk decals.
The field strategy focused on high-visibility consumer environments throughout the city, with targeted areas including:
The Loop • Near North • Hyde Park • Michigan Avenue • State Street • Millennium Park • Transit Stations • Fashion Outlets of Chicago
The program extended Figure Pay’s physical presence into a larger metropolitan environment, using street-level media to reinforce awareness where consumers lived, traveled, shopped and gathered.
DENVER: WILD POSTING AND SIDEWALK MEDIA
In Denver, Ayden executed a targeted out-of-home program featuring wild posting and sidewalk decals.
The team coordinated production, field deployment and photographic reporting, documenting the completed placements and locations for the client.
Following the activation, Figure Pay’s marketing team reported a significant increase in upper-funnel activity and contacted Ayden to confirm whether the placements had been live during the same period.
Although the correspondence did not establish direct attribution, the client’s observation highlighted the importance of deployment timing and the relationship between street-level visibility and broader marketing performance.
CAMPAIGN HIGHLIGHTS
3 MARKETS SUPPORTED
St. Louis • Chicago • Denver
$80K+ ST. LOUIS PROGRAM
An integrated launch engagement spanning broadcast, OOH, merchant development and experiential execution.
65 CONFIRMED TELEVISION SPOTS
FOX 2 and KPLR 11, with additional bonus inventory negotiated.
25,000 DIGITAL DISPLAY IMPRESSIONS
Included in the Studio STL / FOX2Now.com media package.
17 FESTIVAL MERCHANT SIGNUPS
Identified through Figure Pay’s post-activation merchant reconciliation.
$5.22 AVERAGE CPM
Campaign-wide average reported by Ayden to Figure Pay.
THE IMPACT
The Figure Pay engagement demonstrated the value of connecting broad market awareness with targeted, on-the-ground execution.
Ayden supported multiple stages of the marketing journey, from broadcast and OOH visibility to merchant development, consumer education and experiential activation.
What began as a St. Louis market launch expanded into a multi-market relationship encompassing Chicago and Denver, highlighting Ayden’s ability to coordinate complex campaigns, adapt to new markets and support brands beyond a single activation or media channel.
Ayden helped Figure Pay bring its marketing out of traditional advertising channels and into the places where consumers and businesses could engage directly with the brand.
Where Brands Meet People. In the Wild.
