PayPal urges consumers to ditch funny cat videos and shop for Christmas presents instead

Screen Shot 2014-12-18 at 11.30.46 AMPayPal is encouraging people to stop wasting time watching animal videos on their phones and to use their devices to buy Christmas presents instead.

Havas Worldwide created more than 50 bespoke messages for the digital payment system for a campaign that spans digital channels and “high dwell time” locations including trains and train stations.

The creative, which includes cross track TV in Sydney and Melbourne, urges consumers to “use your nothing time to shop online” and follows insights that show Australians are increasingly using their phones to watch throw-away videos when they have nothing better to do.

Rather than watching cat videos, updating their social feeds and playing games, time could be better spent buying Christmas presents on their phone, PayPal said.

Radio DJ Chrissie Swan has been recruited as the campaign spokesman who, as a working mum of three, uses her smartphone to do all her Christmas shopping, according to PayPal.

“She serves as a real life example of how Australians can use their mobile devices to simplify their lives this Christmas,” the company said.

“On digital news sites, messages were delivered encouraging Australians to swap celebrity breakup gossip for clearing the Christmas present list, and even persuading audiences to skip PayPal’s own pre-rolls to shop online instead.”

This campaign is supported by PR, media partnerships and social media.

PayPal Australia director of marketing Leanne Sheraton said: “With many Australians struggling with work, family, gifts, decorating and more in the lead up to Christmas, this campaign was created to remind Australians of the huge resource they have in the palm of their hands.

“This year we wanted to inspire Australians to use their most productive tool – their smartphone – to enable them to celebrate Christmas more and tick things off their Christmas list faster, easier and with greater convenience.”


Client: PayPal Australia

Creative: Havas Worldwide

Creative, Public Relations and Social: Edelman Australia

Media:  Havas Media

Steve Jones


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