THE HALLWAY LAUNCHED GOOGLE PAY WITH A HYPER RELEVANT CAMPAIGN DESIGNED TO CHANGE HOW AUSSIES PAY.
As some of the most enthusiastic adopters of contactless card payments, Australians have been slower to embrace digital payment methods, considering them equivalents.
Following the rebranding of their digital wallet, Google Australia needed to build awareness and inspire regular use of Google Pay among early tech adopters and trendsetter Android users by leveraging the global creative platform “Pay for whatever, whenever.”
To inspire trial of this new payment behaviour, we localised Google’s global platform to make it culturally and personally relevant, targeting Android users with over 150 contextual messages, surrounding relevant purchase and transit moments that told a short pay story in just four narrative beats.
The campaign also showcased the potential of Youtube’s innovative publishing tool, Director Mix, serving over 60 dynamic video executions tailored to context, time of day and viewer affinity.
‘Pay for whatever, whenever’ rolled out across contextual outdoor, dynamic display, dynamic and standard video pre-roll, and social media for in-store, online and transit pay moments.