In an effort to leverage a recently launched global campaign, PayPal Canada has rolled out its “Powering The People Economy” in Toronto which was developed by Havas Worldwide and reaches across print, digital, out of home, experiential, mobile and social channels. The campaign is based on the idea that people are now more empowered than ever before to create new ways to connect, pay and transact on their terms, the new campaign highlight’s PayPal’s unique understanding of how people use and think about money.
To help people experience the new “Powering The People Economy” brand, PayPal Canada will treat Torontonians to free* coffee at 25 popular coffee places in the city. As part of this offer, people who pay with the PayPal mobile app get $5* off their bill from July 21-31, 2014 at participating locations. Non-coffee lovers can use the offer to get a drink or snack of their choice.
“Our new brand campaign puts people first, not institutions,” said Nicky Mezo, Marketing Director, PayPal Canada. “Through our products, we’re making every day easier and simpler for everyone in meaningful ways. People love coffee. We’re excited to roll out our brand campaign by offering free coffee to Torontonians who pay with the PayPal mobile app at their much loved neighbourhood cafe.”
The campaign roll out plan will reach consumers on the move through posters situated in high traffic areas within the downtown core and transit shelters advertisements with Astral Media from August to November; full-page insertions in the September, October and November issues of Toronto Life and Cineplex Magazines; digital and online video sponsorships with BlogTO, Cineplex and TorontoLife.com from July to October, as well as mobile devices via Juice Mobile and Tapped Mobile from July to October.
The free coffee experiential campaign will also be supported with free coffee for Torontonians including:
· PayPal brand ambassadors at participating cafes from July 21-25 to help people download the PayPal app to get their free coffee. Brand ambassadors will also hand out postcards to give people more information about the activation.
· Posts on PayPal Canada’s social channels – Facebook, Twitter and YouTube – to let people know about the promotion.
· Post on the PayPal Canada blog.
· Live radio remote from a participating coffee shop
Powering The People Economy Campaign Creative:[private_Silver] Media planning and Buying – Havas Worldwide
Public Relations – MSLGROUP