Payments platform PayID uses a goldfish-headed man to explain the service

PayID, a payment service being developed by Australian banks, has launched a campaign staffing a forgetful man with the head, and attention span, of a goldfish to publicise the platform.

The 30 second TV commercial, part of the campaign which will also run out-of-home, digital and social channels, features the man explaining how PayID will work.

Developed by Australian banks, PayID enables Australians to create a payment ID rather than having to remember their account numbers and BSBs.

By using PayID, customers can make their PayID something easy to remember such as their mobile number.

Banks set to roll out PayID include ANZ, Commonwealth Bank, NAB, Westpac, Citi, HSBC, ING, Bendigo Bank, ASL, Cuscal and Indue.

Research conducted by NNP Australia found 65% of Australians couldn’t recall their BSB and account numbers.

Lisa Lintern, communications strategist for NPP and PayID, said in a statement: ““If you’re anything like me, it usually means having to log-in to your internet banking, or pulling out an old statement, and jotting down the numbers on a sticky note. I’m definitely one of the 65% of people who has a ‘goldfish moment’ when it comes to remembering my BSB and account

“When you have 13 usually competitive financial institutions involved in the development of a campaign, including the big 4 banks, you’re not only looking for really strong strategy and great creative, but you’re also looking an agency partner who could help you manage a large and diverse group of stakeholders, right up to Board level.”

The media buying for the campaign has been done by Customedia whole The Otto Empire and VX were the product company behind the ads.


  • Creative Agency: Mr Wolf
  • Creative Concept and Development: Jen Barnett, Paul Bennell, Kelli Anderson, Steve Liu, Matt Smith
  • Strategy: Tony Singleton
  • Account Management Lead: Michael Stevenson
  • Broadcast agency producer: George Saada
  • Agency producer: Tanja Perl
  • Web development: Dale Smart
  • Retouching: The CraftShop, NZ
  • Media: Customedia
  • PR: Blue Chip Communications
  • Research: Snapcracker Research and Strategy
  • Production Company: – The Otto Empire
  • Executive Producer: Jo de Fina
  • Director: Chris Hill
  • Producer: Alex Tizzard
  • DP: Ross Giardina
  • Editing Co: The Editors
  • Editor: Bernard Garry
  • VFX & Post Production: Fin Design + Effects
  • Executive Producer: Alastair Stephen
  • CG Supervisor: Robert Grbevski

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