eftpos Launches New Brand Campaign Championing Living & Spending Mindfully In ‘Your Money, Well Spent’

eftpos Launches New Brand Campaign Championing Living & Spending Mindfully In ‘Your Money, Well Spent’

Following the unveiling of the brand’s new-look logo earlier this month, eftpos has launched its new brand campaign platform, ‘your money, well spent’, with the idea centred around championing living and spending mindfully as a key aspiration for Australian millennials.

The campaign kicks off from 28th March and will come to life over several months through an engaging and educational national campaign with contextual placements across screens, OOH, digital and social.

Anthony Dumont – Head of Brand and Marketing, eftpos said the idea celebrates how choosing eftpos can help you stay on top of your day to day money, spend wisely on the everyday things that bring you joy and in doing so live a fuller life within your means.

“The brand idea perfectly encapsulates our brand purpose ‘to do good for Australia’ and is a key component of our much broader digital payments strategy, as we focus on creating greater value, ease and security for consumers and businesses,” Dumont said.

As eftpos concentrates on evolving its brand and marketing strategy as part of the company’s transformation, eftpos engaged the expert team at Richards Rose following a pitch late last year to help lead these efforts.

Richards Rose Executive Creative Director, Adam Rose said eftpos is a brand with a genuine purpose; to do good for Australia.

“With this first campaign we wanted to show the joy a little tap can bring to your life. ‘Your money, well spent’ praises and encourages the choice to lead a mindful, happy life within your means. ‘Your money’ refers to the item you’ve purchased, whilst ‘well spent’ refers to the emotional reward. The eftpos functionality sits at the heart of every execution and meaningfully connects the two,” Rose said.

Anthony Dumont added the brand campaign expresses the ‘your money, well spent’ idea, bringing to life the emotional reward of living mindfully with your own money.

“eftpos is one of Australia’s most iconic brands, and we were careful and thoughtful about how we needed to evolve it for the future, with a defined brand story, relatable campaigns and a stand-out, relevant symbol.”

The campaign has been achieved using a warm, friendly and fun tone and bright and vibrant colours, reflecting the brands new-look logo the stylised ‘digital e’ now representing the brand.


Client: eftpos

Head of Brand & Marketing: Anthony Dumont

Senior Marketing Manager: Christina Werakso

Creative Agency: Richards Rose

Executive Creative Director: Adam Rose

Creative Director: Simon Edwards

Creatives: Sean Cleary, Robert Bamford, Chris Stewart, Cameron Brown

Head of Production: Tanya Hairman

Designer: Mac Archibald

Senior Finished Artist: Alistair Donald

Head of Planning: Jody Elston

Group Account Director: Kristen Sandberg

Account Executive: Dion Dovas

Production: FLIPP

Photographer/Director: Stuart Miller

Producer: Anastasia Nielsen

Post Production: White Chocolate

Sound: Squeak E Clean

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