Conferma
Ditch The Fax Campaign
Fortune favours the brave
Conferma is a leading virtual payments platform that provides virtual cards and related payments infrastructure to hotels, travel management companies and large corporations to help them control, streamline and secure business travel bookings. The platform focuses on constantly refining smooth, seamless payment flows and business travel experiences.
In a market-leading move, in early 2025, Conferma announced that it was sunsetting its support for fax machines as part of the payment flow. Astonishingly, the faxing of card details – even for virtual cards – as part of the booking process is still commonplace for many hotels. Conferma commissioned ifour to develop a campaign that was as bold as the paradigm shift in the market that it was trying to put into effect.
– Conceptual Thinking
– Campaigns
– Video Design
50 days to start a revolution
From the start, Conferma was clear that it wanted a campaign that made noise in the payments space and challenged the orthodoxy of an industry where marketing sometimes plays it safe. In keeping with the announcement behind the campaign, Conferma wanted a campaign that was impossible to ignore and signalled the end of one chapter and the start of another. Oh, and please could all of this be achieved so it could be launched at the Global Business Travel Association conference in Denver in six weeks? Thank you.
Campaign completed in six weeks
Engagement over x3 industry benchmark
Winner Muse Platinum Award 2025
No fax given
With the clock ticking, we worked rapidly to develop an aesthetic that would instantly get across the idea that the fax machine’s days were numbered when it came to payment flows. The idea we settled on was simple but subversive; a cinematic parody of violent action films set against the mundane absurdity of fax machines. The execution was bold, noisy and defiant, embodying a single message: it’s time to ditch the fax.
The campaign’s punk-metal aesthetic and cathartic energy mirrored the frustration felt by hotel staff dealing with outdated systems, while the destruction of the fax became a metaphor for industry transformation. Giving the campaign its own distinct identity and soundtrack elevated it far beyond typical product marketing, signalling that Conferma wasn’t just announcing a feature, but leading a movement.
Campaign Champagne
The impact of the campaign was instant and electric. Ditch the Fax generated over 1.1 million impressions across LinkedIn, with engagement rates up to 12%, triple the industry benchmark. Website traffic surged 68% above expectations, and 52% of all industry coverage on hotel payments referenced Conferma, with 95% of articles echoing key campaign messaging.
Beyond awareness, the campaign drove tangible commercial impact: nine major players (including Wyndham, Omni, BCD Travel and Mews) expressed intent to adopt Conferma’s Connect Direct integration, proving creativity can be a driver of real business change.
Conferma’s Ditch the Fax campaign was also named Platinum Winner at the Muse Awards 2025.
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