"A pay-off is a short sentence or slogan that is often used behing the company name or brand name, or at the end of a commercial message When a company uses a pay-off, this is often to strengthen their identity."
There: the definition of a pay-off. When we were looking for a suitable slogan, we didn't have to think long. How did we feel? How do we see our company? And what do we want our visitors to feel? Exactly: WOOOOOW!