Eftpos crowns customers kings of financial destiny

Eftpos has launched a new campaign led by a TV ad that positions Aussies as controllers of their own spending.

The campaign by M&C Saatchi sees regular Australians portrayed as kings or queens of their financial destiny with Eftpos encouraging consumers to pay with their own money, rather than rely on credit.

The positioning comes as 73% of Australians with credit cards continue to roll over their balances each month to pay interest, the campaign claims.

Neera Manawakul, Eftpos head of marketing, said: “We all want to have control over our finances. This campaign is about taking command by using your own money. People are looking for simple things to stay on top and eftpos’ one-touch chq and sav buttons is a simple way to be in control. That’s why ‘eftpos is the way Australia pays’.”

M&C Saatchi ECD Ben Welsh said: “The crown motif is a brutally simple articulation of how Eftpos users are afforded control over their money, so they can in turn afford the things they need in life”.

The campaign debuted yesterday.

The TV ad will be followed up by a roll-out of point of sale activity.

Exec creative director: Ben Welsh
Art director/CD: Graham Johnson
copywriter/CD: Oliver Devaris
production company: Exit
director: Mark Malloy
editor: Rohan Zerna   – The Butchery
DOP: Jeremy Rouse
Music: Ian Barter – Music Mill
account manager: Mark Timmins
Agency producer: Christina Wilmot


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.