PayPal helps Aussies nail their online Chrissy shopping in new campaign via Isobar + Edelman

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image004.jpgPayPal Australia has launched the third instalment of its most successful campaign in Australia – Shop Off The Beaten Path – connecting hungry-for-giftspiration shoppers with unique Australian retailers. In addition to optimising the Shop Off the Beaten Path gifting portal, the integrated, mobile-first campaign includes a video content series featuring Matt Okine, as well as a partnership with Daily Mail Australia.

 

This year, the focus has narrowed in on the sheer number of people Australians need to buy for, with the new creative pointing Aussies to “The Right Gifts For Your People.” The campaign was informed by new research conducted by PayPal which showed that Aussies will be purchasing ten gifts for up to eight people in their lives this Christmas.

Says Liz Lefort, head of consumer marketing at PayPal Australia: “With Christmas Day less than two weeks away, many Aussies will be starting to feel the pressure as they consider what they will get their loved ones this year.

 

“To better understand the stress that comes with gift-giving, PayPal Australia commissioned research and found that while more than a third of Aussies (35%) think they will hit the nail on the head with their gift giving this year, well over half (59%) are not so confident when it comes to buying for others. With this in mind, we wanted to do our part to help Aussies nail their Christmas shopping.”

 

This year PayPal has extended the Shop Off The Beaten Path campaign with a content series called ‘Carpark Christmas Challenge.’ The three-part series features Aussie comedian and actor Matt Okine helping members of the public complete their Christmas shopping online in less time than it takes them to find a park in a busy carpark.

 

Says Lefort: “Shopping center car parks are an absolute nightmare at Christmas. They are stressful, time consuming and they bring the road rage out in all of us. Based on this insight, we wanted to show Aussies an easier way to nail Christmas shopping for everyone on their list. PayPal’s ‘Carpark Christmas Challenge’ shows that you can nail all of your Christmas shopping online without having to face the stress of finding a park.”

 

Says Jamil Bhatti, creative director at Edelman Australia: “Creating content which cuts through the noise during the heavily saturated Christmas period is no easy feat. Add to that the need to build on an already fun and successful campaign, means we are really excited with our latest work for PayPal.”

 

“The human insight, combination of authentic stories and Matt Okine’s sense of humour makes PayPal’s ‘Carpark Christmas Challenge’ relatable. It is a simple mechanic that clearly demonstrates the benefits of shopping with PayPal this Christmas.”

 

To cut-through with the digital native target audience, PayPal has engaged in a strategic partnership with Daily Mail Australia (DMA). The partnership comprises a first-in-market shoppable video ad unit through which viewers can buy the products that Okine features in the ‘Carpark Christmas Challenge’. The execution of the DMA partnership also complements broader PR activity and includes sponsored content, advertising across desktop and mobile, Facebook Instant Articles and amplification through Daily Mail’s social channels.

 

image006.jpgCreated in 2016 by Isobar, iProspect, and Edelman, this year’s Shop Off The Beaten Path portal has been optimised with a smarter search functionality, allowing users to pick the unique traits of the people they need to shop for and then matches them with over 40 retailers. The portal has also been enhanced through the creation of animated avatars which capture the different traits of Australians such as “geeky,” “sporty,” “classy,” “fashionable” and “adventurous”.

 

Adds Lefort: “Whether you are shopping for a posh gran that loves drones or a relaxed brother that lives in activewear, PayPal’s Shop Off The Beaten Path portal has got you covered.

 

“The beauty of this campaign is that it supports our two-sided network. We know that Christmas is an incredibly stressful time of the year for both consumers and businesses, so we wanted to create something that would add value to their lives and help them blitz Christmas this year.”

 

Using smart technology, coupled with creative media placements, the socially-led and solely-digital campaign is underpinned by a data-driven media strategy. PayPal-owned customer data combined with the company’s advanced understanding of mobile purchasing habits have been used to ensure Shop Off The Beaten Path resonates with Australian shoppers and is tailored to consumer habits, while also supporting our expanding network of business partners.

 

Says Michael Hughes, creative director, Isobar: “Like PayPal, Isobar always strives to make things easier for businesses and consumers, and this year’s PayPal Christmas campaign Shop Off The Beaten Path is a perfect example of that.

 

“By combining the strategic and creative strength of Isobar with iProspect’s expertise in digital performance marketing, we’ve built a simple and engaging campaign on effective, data driven, foundations. It feels good to connect gift buyers with gift sellers in new and powerful ways, while ensuring there will be many happy faces across Australia on Christmas Day.”

 

Whether short on time, lacking gift-spiration or just don’t know where to look, visit: https://www.paypal.com/au/webapps/mpp/christmas.

 

Client: PayPal Australia

Video Content: Edelman Australia

Digital: Isobar Australia

Public Relations: Edelman Australia

Social Media: Edelman Australia and Isobar Australia

Media: IProspect