PAYMENT IN 4X WITHOUT FEES CAMPAIGN
TV and digital advertising campaign for the French market.
Delasource designed and produced a TV and digital campaign to support the launch of the free 4-installment payment solution with PayPal, which was launched 10 months earlier in the French market.
The strong idea of the campaign was to draw inspiration from childhood fairy tales by creating a modern tale whose voice-over, written in alexandrines, begins with “Il était 4 fois… ” and ends with the campaign signature “Il était 4 fois le paiement en 4 fois sans frais, avec PayPal”.
The campaign notably consists of a 30-second hero film broadcast on TV on several channels including M6, TF1, and various TNT channels, a 30-second radio spot, and a series of short video formats for digital (30 seconds, 20 seconds, 6 seconds).
The director of this advertisement is Julien Rocher, who has previously collaborated with Delasource on previous campaigns for the brand.
For digital and social media, we adapted the concept by focusing on the three main verticals targeted by PayPal: fashion, high-tech, and travel. The assets were then developed using photos and animated illustrations to produce static formats, videos, and gifs.
The strong idea of the TV campaign was retained with “Il était 4 fois” to start each new story.
In parallel, we deployed dedicated polls on Facebook and Instagram to encourage interaction and engagement.
The campaign was perceived by a large majority as “easy to understand” (80%), “clear” (84%), “pleasant to watch” (89%), and “entertaining” (93%). 85% of the people who saw the campaign remembered the three key elements of the value proposition: installment payments, the free service, and its availability on thousands of sites. Among them, 59% intended to use PayPal’s 4X payment without fees and 44% had a better image of the brand.
