Paypal woos Australia’s ‘time-poor’ millennials with new campaign

Paypal is attempting to boost its street credit among young, ‘digital-savvy’ Australians with a new campaign by Isobar.

The online payment service launched a mobile-first campaign ‘Pay the Easy Way’ in a bid to school “time-poor and spoilt-for-choice” young people in how the Paypal app makes spending quicker.

As part of an effort to promote the payment method’s usage beyond just e-commerce, the campaign’s two 15-second videos show shoppers using Paypal for Flight Centre, Spotify and Uber.

Liz Lefort, director of consumer marketing at PayPal Australia, said: “Most Australians know PayPal’s value for online retail shopping – it is the bread-and-butter of our business. Pay the Easy Way connects Australian consumers to the ease and convenience of PayPal in other areas of their online experience – which is a lot broader than buying a new dress or pair of shoes.

“Online experiences touch all of us every day. It’s listening to Spotify at the bus stop; it’s treating yourself to and Uber home from work; it’s getting Deliveroo for date-night in, then cuddling up and watching Stan. All these physical experiences are connected to our online world. Pay the Easy Way has been crafted to connect PayPal to Australians at every one of these moments.”

She added: “We wanted to bring a real Australian energy and truth to this campaign. It is tongue-in-cheek and funny. The energy of the campaign is in the message that if an easier option exists and people take it, it doesn’t make us lazy. It makes us smart.”

Credits

• Client: PayPal Australia
• Digital: Isobar Australia
• Public Relations: Edelman Australia
• 社交媒体:Edelman澳大利亚和等压线南国ia
• Media: iProspect Australia
• Production company: Found At Sea