PayPal Australia - Pay The Easy Way

Problem: 
Millennials were using PayPal habitually for online shopping, but not for non-retail verticals (e.g. food delivery services, travel, subscriptions) which represented a huge opportunity for the brand.

Task: 
We needed to get the millennial audience to extend their usage of PayPal.

Context: 
At the time of this campaign, the media was awash with content about millennials being the ‘lazy generation’, but our research showed that their intentions weren’t lazy, they just craved shortcuts and efficiency, searching for ways to simplify their life.

Insight:
There is a perception that Digital Natives are lazy, but it’s their way of being efficient in their overly-connected lifestyle

Strategy:
To position PayPal as the shortcut to all the things they want.

Idea
Pay the Easy Way

A campaign that celebrated taking the simpler option in life. Content focused on millennials shop now – on the move, on their phones, walking the dog, having lunch, after the snooze button, in the bath... while they’re going about their lives.