eftpos calls on Australians to get on the ‘Nice List’ this Christmas in a new campaign via Joy
eftpos is calling on Australians to get on the ‘Nice List’ this Christmas with the first TV and digital advertisements for the 2013 Giveback program via Joy.
Aired for the first time last night, the ‘Nice List’ campaign features two alternate versions – Coffee and Trolley – and will air for four weeks on TV, digital and online advertising. It encourages Australians to help choose which worthy causes should receive a share of up to $2 million that will be donated to charity this Christmas.
The TVC reminds consumers that there is an easy way to get on the ‘Nice List’ this Christmas, simply by pressing CHQ or SAV for the duration of the 2013 Giveback program, and voting for their favourite worthy cause at eftposgiveback.com.au.
Says Neera Manawakul, eftpos chief marketing officer: “This campaign is a simple and effective way of sharing our values and our tradition of giving back to the community at Christmas.
“With this year’s Giveback advertising campaign, it is easy to get on the Nice List, by choosing the cause for donation and then, when the next phase of the advertising campaign is live, pressing CHQ or SAV every time you shop.”
Says Chad Mackenzie, creative director at Joy: “It’s been a pleasure working with the team at eftpos on this year’s Giveback campaign. Not just because it’s a fantastic initiative and they plan to give up to $2 million to charities, but because we managed to create a way where we can all still get on Santa’s nice list. Every Australian will be eager to get on the Nice List this Christmas and make amends for the naughty things they do throughout the year. And let’s face it, without eftpos and the Giveback program, few of us would end up getting any presents!”
The integrated campaign is also brought to life by another eftpos agency partner Totem Communications, which helped to build the online voting mechanism.
Last year’s online poll showed overwhelming support for eftpos to direct the 2012 Giveback donation towards a charity that assisted people with disabilities. Of the more than 40,000 Australians who voted in the poll, 30% indicated their support for a charity that assisted people with disabilities.
In 2012, eftpos Giveback donated $1 million to Vision Australia to help fulfil the organisation’s long time ambition to build a new Seeing Eye Dog breeding and training centre in Melbourne. In 2011, $1 million was donated to The Salvos for a number of community programs.
Creative Agency – Joy – Credits
Executive Creative Director – Christy Peacock
Creative Director – Chad Mackenzie
Art Director – Blair Kimber
Copywriter – Emma Clegg
Producer – Sarah Cowen
Senior Account Director – Alex Tracy
Account Director – Tim Stuart
Account Manager – Nicholas Bailly
15 Comments
Wha?
…dont get it.
hmmm…what?
If I was the client I’d run the campaign that M&C did last year “You are King” … that was GOOD!
Me not get either?
what??
after watching 5 times….
are they trying to imply that we should make an effort to be nice?
So the idea seems to be: We all do naughty stuff, but by just using eftpos this xmas, we can still get on the nice list because they are donating bucks to charity.
Where it gets a little confusing is that the V/O sounds like it says “there’s an easier way to get on the nice list.” when in actual fact it says ‘There’s an easy way …..”
But even once you take the trouble to work it out, it’s a little forced, clumsy, and kinda dull.
These ads appear to be dramatising the complete opposite of what they’re trying to say, which makes them utterly pointless.
Also what’s with EFTPOS advertising? It’s kind of like advertising for footpaths, or public toilets. I don’t care.
I don’t understand it – Im left totally confused
Nice one Lavender.
If I saw that on TV in the evening I wouldn’t know what it was for.
Maybe these ads would have made more sense if the V/O was something more along the lines of, “don’t worry, you can still make it on to the ‘nice’ list this Christmas.”
Oh dear, very clumsy.
@badly written
…but wouldn’t you then need to see the bloke who stole the coffee of Dave, using his Eftpos to get onto said ‘nice’, with a further VO to explain why?
I confused myself writing that.
@GHT Yeah. Sorry, I was just pointing out that the first sentence is a bit unclear.
What an embarrassment… and credits too.