The Payments Council is launching its mobile payments service, Paym, through a national marketing campaign by Engine, with the creative being led by Partners Andrews Aldridge.
The campaign, which launches this week, uses illustrative designs by James Lancettto to highlight the ease, trust and ubiquity of the new Paym service. The work will go live across outdoor, print, radio, online and social media.
Paym will be offered as an additional way to pay through customers’ existing mobile banking or payment apps. At launch, customers of nine bank and building society brands – Bank of Scotland, Barclays, Cumberland Building Society, Danske Bank, Halifax, HSBC, Lloyds Bank, Santander and TSB – will be able to use Paym to send and receive payments using just a mobile number.
It is a direct rival to Zapp, which is due to launch in autumn 2014. The company recently hired former Capital One marketing chief Justin Basini and has already signed up HSBC, First Direct, Nationwide, Santander and Metro Bank.
Partners’ used the bespoke illustrator to create an animated world, populated with characters carrying out activities from the normal to the obscure,such asgoing to the cinema, riding a motorcycle and wing-walking on a stunt-plane. The characters are pictured paying someone back using their mobile phones, highlighting how simple and quick the new service is.
As well as print and outdoor activity, Partners has built the online and mobile site. Housed on the site will be Vine and Instagram videos showcasing usage scenarios and ease of the service. Social activity will also be delivered by Partners, communicated through the hashtag #paymnow.
Steve Aldridge, executive creative director at Engine, said: “Our campaign takes the idea of Paym and translates it in a fun and eye-catching way. The illustrated world captures the essence of the service, the ease of paying one another back no matter what you’re doing, and communicates it beautifully, seamlessly connecting the online and offline experience.”
Payments Council head of project delivery Chris Bryson added: “Partners has delivered a fantastic creative campaign that really drives awareness and confidence in Paym. From print to screen, the campaign drives home the message that Paym is a simple, secure way to pay friends and family using just a mobile number.”
Engine is handling the central strategy and media planning . Engine’s Calling Brands created the Paym brand identity, with media buying handled by the7stars. Consolidated is handling PR.
Earlier this year, Partners devised the marketing for the new Current Account Switch Service, also led by the Payments Council.
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@AndrewsAldridge unveils marketing blitz for Paym mobile payments scheme http://t.co/2gYvQbVkuj #directmarketing #digitalmarketing