Eftpos launches ‘Your money, well spent’ platform in first work from Richards Rose

Eftpos is championing Australian millennials who live mindfully and make smart, meaningful choices with their money in its latest campaign.

The campaign follows Eftpos unveiling its new brand identity earlier this month, with a new colour palette and a focus on the ‘e’ as a brand cue. It is also the first work from Richards Rose since it was appointed to the marketing and brand strategy account in November last year.


The campaign launches the brand platform ‘Your money, well spent’, reflecting the brand’s renewed focus on supporting customers in spending their money wisely.

“With this first campaign we wanted to show the joy a little tap can bring to your life. ‘Your money, well spent’ praises and encourages the choice to lead a mindful, happy life within your means. ‘Your money’ refers to the item you’ve purchased, whilst ‘well spent’ refers to the emotional reward. The Eftpos functionality sits at the heart of every execution and meaningfully connects the two,” said Richards Rose executive creative director, Adam Rose.

Eftpos head of brand and marketing, Anthony Dumont, added: “The brand idea perfectly encapsulates our brand purpose ‘to do good for Australia’ and is a key component of our much broader digital payments strategy, as we focus on creating greater value, ease and security for consumers and businesses.

“Eftpos is one of Australia’s most iconic brands, and we were careful and thoughtful about how we needed to evolve it for the future, with a defined brand story, relatable campaigns and a stand-out, relevant symbol.”

The business has been undergoing a digital transformation, introducing an ecommerce solution, trialling digital ID, growing mobile payments significantly and acquiring Beem It.

The campaign will run over several months with an educational national campaign, OOH, digital, social and contextual placements across screens. The media strategy is being executed by Bohemia, which won Eftpos’ media account in November last year.


Client: Eftpos
Head of Brand & Marketing: Anthony Dumont
Senior Marketing Manager: Christina Werakso

Creative Agency: Richards Rose
Executive Creative Director: Adam Rose
Creative Director: Simon Edwards
Creatives: Sean Cleary, Robert Bamford, Chris Stewart, Cameron Brown
Head of Production: Tanya Hairman
Designer: Mac Archibald
Senior Finished Artist: Alistair Donald
Head of Planning: Jody Elston
Group Account Director: Kristen Sandberg
Account Executive: Dion Dovas

Production: FLIPP
Photographer/Director: Stuart Miller
Producer: Anastasia Nielsen
Post Production: White Chocolate
Sound: Squeak E Clean


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