PayPal tells Aussies to ‘use your nothing time to shop online’ via Havas Worldwide and Edelman

PayPal Australia has announced its latest integrated marketing campaign via Havas Worldwide Australia, Edelman and Havas Media, encouraging Australians to change the relationship they have with their mobile phones in the lead up to Christmas.

The campaign was inspired by the insight that Australians are increasingly turning to their smartphones in their idle moments throughout the day, watching cat videos, updating their social feeds and playing games.

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This drove the campaign idea “use your nothing time to shop online”, turning these unproductive moments into productive shopping time, enabling Australians to focus on the Christmas traditions they love.

Research commissioned by PayPal found Australians expect to spend around 46 hours getting ready for Christmas – a whopping five times more hours than is actually spent celebrating the day (8 hours on average)[1]. This campaign, supported by PR, media partnerships and social media, has been created to help Australians get to the day faster with less hassle by making the most of snatches of free time.  

Rather than blanket messages across predictable touch-points, over 50 bespoke messages have been developed and delivered into over 100 touch-points. The latest high-dwell-time media placements were harnessed including the new digital Cross-Track TV (including sound) across Sydney and Melbourne train stations, where Australians naturally have downtime. On digital news sites, messages have been delivered encouraging Australians to swap celebrity breakup gossip for clearing the Christmas present list, and even persuading audiences to skip PayPal’s own pre-rolls to shop online instead.

Australian radio personality, Chrissie Swan, was also secured as a spokesperson for the campaign. As a working mum of three who used her smartphone to do all her Christmas shopping this year, she served as a real life example of how Australians can use their mobile devices to simplify their lives this Christmas.

Says Leanne Sheraton, senior director of marketing at PayPal Australia: “With many Australians struggling with work, family, gifts, decorating and more in the lead up to Christmas, this campaign was created to remind Australians of the huge resource they have in the palm of their hands.

“This year we wanted to inspire Australians to use their most productive tool – their smartphone – to enable them to celebrate Christmas more and tick things off their Christmas list faster, easier and with greater convenience.”

Client: PayPal Australia

Media:  Havas Media