Building on the success of its annual ‘Shop Off The Beaten Path’ campaign, PayPal Australia and comedian Matt Okine have joined forces to help Aussies nail their Christmas shopping online.
In addition to optimising the Shop Off the Beaten Path gifting portal, the integrated, mobile-first campaign includes a video content series featuring Matt Okine, as well as a partnership with Daily Mail Australia.
The three-part video series, titled ‘Carpark Christmas Challenge’ features Okine helping members of the public complete their Christmas shopping online in less time than it takes them to find a park in a busy carpark.
Liz Lefort, head of consumer marketing at PayPal Australia, said: “Shopping centre carparks are an absolute nightmare at Christmas. They are stressful, time consuming and they bring the road rage out in all of us.
“Based on this insight, we wanted to show Aussies an easier way to nail Christmas shopping for everyone on their list. PayPal’s ‘Carpark Christmas Challenge’ shows that you can nail all of your Christmas shopping online without having to face the stress of finding a park.”
Jamil Bhatti, creative director at Edelman Australia, said: “Creating content which cuts through the noise during the heavily saturated Christmas period is no easy feat.
“Add to that the need to build on an already fun and successful campaign means we are really excited with our latest work for PayPal.”
“The human insight, combination of authentic stories and Matt Okine’s sense of humour makes PayPal’s ‘Carpark Christmas Challenge’ relatable. It is a simple mechanic that clearly demonstrates the benefits of shopping with PayPal this Christmas.”
To cut through with the digital native target audience, PayPal has engaged in a strategic partnership with The Daily Mail.
The partnership comprises a first-in-market shoppable video ad unit through which viewers can buy the products that Okine features in the ‘Carpark Christmas Challenge’.
The execution of the The Daily Mail partnership also complements broader PR activity and includes sponsored content, advertising across desktop and mobile, Facebook Instant Articles and amplification through The Daily Mail’s social channels.
Originally created in 2016 by Isobar, iProspect, and Edelman, this year’s Shop Off The Beaten Path portal has been optimised with a smarter search functionality, allowing users to pick the unique traits of the people they need to shop for and then matches them with over 40 retailers.
The portal has also been enhanced through the creation of animated avatars which capture the different traits of Australians such as “geeky,” “sporty,” “classy,” “fashionable” and “adventurous”.
Lefort said the beauty of the campaign is that it supports PayPal’s two-sided network.
“We know that Christmas is an incredibly stressful time of the year for both consumers and businesses, so we wanted to create something that would add value to their lives and help them blitz Christmas this year,” she said.
Isobar creative director Michael Hughes said: “Like PayPal, Isobar always strives to make things easier for businesses and consumers, and this year’s PayPal Christmas campaign Shop Off The Beaten Path is a perfect example of that.
“By combining the strategic and creative strength of Isobar with iProspect’s expertise in digital performance marketing, we’ve built a simple and engaging campaign on effective, data-driven foundations.
“It feels good to connect gift buyers with gift sellers in new and powerful ways, while ensuring there will be many happy faces across Australia on Christmas Day.”
Client: PayPal Australia
Video content: Edelman
Public relations: Edelman
Social media: Edelman and Isobar