eftpos Giveback campaign extends to outdoor activation via JCDecaux and media agency Razor

This holiday season, Australians are being urged to press the CHQ or SAV buttons at the checkout to help eftpos donate up to one million dollars to Vision Australia – part of the Giveback campaign created by M&C Saatchi, now in its second year via JCDecaux and media agency Razor.

JCDecaux and Razor have created a bespoke out-of-home solution – interactive singing panels in Sydney, Melbourne and Brisbane.

In close proximity to retailers, JCDecaux Innovate sites generate an all-important reminder of the eftpos message close to points of purchase, and combine interactivity and entertainment to bring the eftpos ‘Hallelujah’ idea behind their television commercial to life.

JCDecaux Innovate constructed an audio wall that is activated by pressing a SAV button on the panel. When pressed, a choir sings ‘Hallelujah’ while the creative reminds consumers that by purchasing with eftpos they are helping eftpos donate to Vision Australia.

Says Neera Manawakul, eftpos head of marketing: “It’s great to be able to bring the Giveback campaign to life in these busy retail areas in Sydney, Melbourne and Brisbane. JCDecaux has been extremely enthusiastic and creative in bringing the ‘Hallelujah’ concept alive with these special singing panels for Christmas shoppers. We have managed to install a magnificent panel that is also interactive, with a simple message, close to retailers.”

The eftpos donation will go towards building a new National Seeing Eye Dog Training Centre.

Says Manawakul: “We are very pleased to continue the eftpos Giveback Christmas tradition by assisting Vision Australia to fulfil its ambition to build this new, world-class centre to enable more visually impaired people access to a trained Seeing Eye Dog.”

The eftpos Giveback campaign is live from Tuesday November 27th to Thursday December 10th 2012.

Creative Director: Ben Welsh

Client: eftpos (Jane Connor)