eftpos: Launch

Background:

We were tasked to create a brand positioning for one of Australia’s most trusted payment system: eftpos.

We had three clear objectives:

1) To establish eftpos as the preferred way to pay in Australia

2) To build strong likeability to the broad range of audiences for a leading mass brand, and

3) To link CHQ and SAV buttons with eftpos

The campaign positions eftpos as ‘The way Australia Pays’, which is also featured as a new tagline.

The creative concept brought to life the thought ‘We are better off with eftpos’ and is demonstrated through various scenarios. Scenarios most Aussies could relate to. The collection featured talent from all age groups representing diversified eftpos addicts (regular users) to remind them of the importance eftpos plays in their lives, and gives affirmation to their payment behaviour.