Drones Make Fishing a Breeze in SuperHeroes NYC's Setapp Campaign

There’s an easier way to get what you want when you need it. That’s exactly what Setapp, the recently launched “Netflix for apps”, wants to prove. SuperHeroes New York and Macpaw surprised unsuspecting fisherman on a lake in Orlando with a fresh shortcut. Will they go for the easy way and take the bait?

Setapp is a subscription service with unlimited access to the best Mac apps for a monthly fee. With Setapp in the dock of your Mac, you’ll get around the hassle of having to go through tons of apps in the official app store, a shortcut that we so often would love to have in life. 

Whether it’s speed fishing or finding the easier way to build a birdhouse, the multi-channel introduction campaign celebrates the convenience of taking a shortcut. Rob Zuurbier, managing director of SuperHeroes New York, said: “Setapp reached out to us in an early stage when they were still developing the service, so we immediately got a first hand experience of the benefits of this new subscription-based model for apps. As a digital-first communications agency, this type of product is really close to our hearts.”

The campaign is built on the success of the agency’s SuperClose model. By applying sequential storytelling to the long idea of “taking the shortcut”, SuperHeroes New York targets different people in an engaging way.

The campaign shows different types of struggles, brought in short-form content like promotional videos, a product demo and display ads. We see the hassle of starting a fire, building a birdhouse or picking the right apps for Mac, and how all these moments are minimised by offering people a shortcut.