Driving QR Payment Adoption: An App-First Campaign With Google DV360

Client Overview

Gulf is one of Georgia's leading fuel brands, recognized for its focus on customer experience and loyalty innovation. In 2025, the company launched a campaign to make QR payments through the Gulf mobile app the default payment method at its fuel stations. A promotional offer of 0.25 Georgian Lari per liter served as the initial incentive, but the broader ambition went beyond a short-term discount. Gulf needed a campaign that would convert promotional interest into sustained digital payment adoption.

Campaign Objective

The campaign aimed to drive high-volume app installs within a compressed two-week launch window. Speed mattered because the promotional pricing had a fixed expiration date, and every day without an install represented a missed conversion opportunity. The target was to move users from first impression to completed app download with minimal friction.

Beyond installs, the campaign was designed to shift user behavior from in-person transactions to QR-based payments within the app. Three distinct audience segments required different messaging strategies. Deal Seekers were price-driven users unfamiliar with the Gulf brand. Gulf Customers were regular buyers who did not know about the app. App Sleepers were existing app users who had never activated the QR payment feature. Each segment demanded a tailored approach to move them toward the same end action.

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Audience & Targeting

Custom audience sets were built using buying patterns, brand familiarity signals, and app usage history. Deal Seekers were identified through price-comparison browsing behavior and fuel discount search activity. Gulf Customers were matched from loyalty program data and station visit frequency. App Sleepers were pulled directly from Gulf's first-party data, isolating users who had downloaded the app but had zero QR payment transactions on record.

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Platform & Channels

Display placements ran across Georgian digital properties with high mobile traffic, including news, entertainment, and lifestyle platforms. YouTube placements targeted users in Georgia with affinity for automotive, fuel, and personal finance content. Full-funnel conversion tracking connected every touchpoint from initial impression through to completed QR payment, providing end-to-end visibility on which segments and platforms drove the strongest behavioral shift.

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Creative and Formats

All creatives carried a unified call to action directing users to install the Gulf app and pay via QR. Visual treatments differed by segment: bold pricing callouts for Deal Seekers, clean UX demonstrations for Gulf Customers, and quick-tap activation prompts for App Sleepers. Creative rotation was managed at the segment level, ensuring that each audience saw only the messaging designed for their position in the adoption funnel.