PayID

This was a really fun & challenging campaign. PayID wanted to achieve a lot in their brief: increase awareness, brand affinity, product comprehension, features recall and achieve 100k sign-ups.

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We also had to appeal to absolutely everyone. But the production budget was pretty modest. So we decided early that an animated approach would help us get that scale and demographic spread.

 

Landing on the idea came from the insight that PayID genuinely creates peace of mind when you adopt it. It's a uniquely carefree feeling knowing your that money won't get lost out in the ether due to human or bank error - and once you've used it, account number & BSB feel so yesterday.

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'The Day You PayID' Me' was born and our idea doubled down on that feeling at scale. ​

 

My creative partner and I both have a background in music, so we wrote a song that could burn through proof points, convey the feeling, charm viewers to the brand, drive memorability, and amplify an existing phrase some were already using - PayID Me - nationwide to become part of general Aussie vernacular. 

 

From there we developed a fun and visually sticky cast of characters to perform the song.

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Within two months of the campaign going live, 1.4 million new Aussies had signed up for PayID. 

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I wish there had been a budget to submit this bloody campaign to the Effies - but we picked up a top 6 for the radio spot on Best Ads, which was nice.