PayPal is the UK’s no.1 preferred online and mobile payment tool. But some consumer perceptions are hard to kill. PayPal partnered with Channel 4 and came to us to look for creative ideas that would help dispel unwanted consumer myths while championing six USPs and appealing to a younger audience.
The strategic approach was to target 18-34 year olds, the heartland of PayPal’s target audience, by creating contextually relevant content for Channel 4 that focused around the individual proof points of why people should be using PayPal.
We created a series of ad ideas, that would have the flexibility to be used in the channel 4 programme schedule. We paired each of the six core proof points – everything from security to peer-to-peer payments – with a different programme theme. In doing so, we were able to maximise reach and connect with a different cross section of our 18-34-year-old target audience, as they tuned in for specific programmes.
The ads were themed around travel, dating, the outdoors and tattoos (key programmes with high audience figures); a spoof of The Crystal Maze (which returned to the Channel 4 screens at the same time) and one that featured the Made in Chelsea star, Mark Francis, all of which helped dispel myths in a relevant, engaging and humorous way.
Leaning into Channel 4’s heartland of inclusivity, we created storylines that not only delighted fans with their celebrity favourites but championed the LGBT community. The inclusion of a bisexual narrative during the ad break of Tattoo Fixers got massive positive traction on social media, reinforcing the vision Channel 4 and PayPal share when it comes to values and creativity.
The films were launched across Channel 4 and on the All4 catch-up platform and amplified on PayPal’s owned and paid social channels to create a broader, more far-reaching campaign.
- Print advertising
- TV advertising