P2P CAMPAIGN
International advertising campaign to promote the PayPal app.
This campaign aimed to promote sending and receiving money between friends and family using PayPal and its app in Germany, England, France, Italy, Spain, Ireland, Switzerland, Austria, Australia, and the USA.
Money and splitting the bill are often hot topics, even among friends. The main idea of the campaign was to highlight that the PayPal app allows you to reimburse your friends easily and quickly. This way, we can fully enjoy moments of pleasure with friends as money is no longer an issue. The use of SLOW-MOTION was intended to reinforce the idea of extending these moments of sharing with friends. The term “sharing” then had a double meaning: sharing the bill and sharing moments of joy.
The campaign assets consisted of 3 videos directed by Portuguese filmmaker Paco Cruz, presented in multiple lengths and formats (16:9, vertical, square…). These spots showcased 3 moments of sharing between friends: the concert, the café, and the mud race, with the claim “Big nights/jumps/laughs are made to be shared”… These 3 scenes were also photographed by British photographer Kenton Thatcher for the OOH campaign deployed in more than a dozen countries, as well as part of the posts dedicated to social networks.
In parallel with the campaign, we launched a challenge on social networks where users could receive €10 by sending 1 cent to a friend via the PayPal app. The idea was to familiarize the target audience with the usage by encouraging them to use the app and involve their network.
The campaign primarily targeted online media and social networks, with a decidedly mobile-focused approach.
The media plan was different in each country, but the main platforms were :
• YouTube/Insta/Facebook/Snapchat/Twitter (Video, Carousel, Story…)
• IAB Display Banner
• Outdoor & Digital Outdoor
• Email & Landing Page (based on PayPal templates)
• Cinema
