Goldfish and man unite to promote new payments platform, PayID

12 February 2018

3 7
An ad starring a goldfish headed man is sure to get this new platform some attention.

Pay ID, a new service is rolling out in Australia designed to make payments simpler, has launched a multimillion-dollar national campaign to raise awareness of the platform.

The bold ad stars a forgetful half man/half goldfish to highlight the  goldfish moment that many of us can have when trying to remember a BSB and account number.

Developed by Australian banks, PayID enables Australians to create a payment ID rather than having to remember their account numbers and BSBs. Customers can make their PayID something easy to remember such as their mobile number.

ANZ, Commonwealth Bank, NAB, Westpac, Citi, HSBC, ING, Bendigo Bank and more are set to roll out the service this year.

The insight behind the campaign found that 65% of Australians can’t recall their BSB and account number off the top of their head. 

The campaign was developed by Sydney ad agency Mr Wolf, which won the strategy and creative for PayID last year.

“When you have 13 usually competitive financial institutions involved in the development of a campaign, including the big four banks, you’re not only looking for really strong strategy and great creative, but you’re also looking an agency partner who could help you manage a large and diverse group of stakeholders, right up to board level”, said Lisa Lintern, communications strategist for NPP and PayID.

“The guys at Mr Wolf immediately gave us great confidence and they’ve really helped make what could have been a difficult process seem simple and smooth”.


Creative Agency: Mr Wolf
Creative Concept and Development: Jen Barnett, Paul Bennell, Kelli Anderson, Steve Liu, Matt Smith
Strategy: Tony Singleton
Account Management Lead: Michael Stevenson
Broadcast agency producer: George Saada
Agency producer: Tanja Perl
Web development: Dale Smart
Retouching: The CraftShop, NZ

Media: Customedia
PR: Blue Chip Communications
Research: Snapcracker Research and Strategy

Production Company: - The Otto Empire
Executive Producer: Jo de Fina
Director: Chris Hill
Producer: Alex Tizzard
DP: Ross Giardina
Editing Co: The Editors
Editor: Bernard Garry

VFX & Post Production: Fin Design + Effects
Executive Producer: Alastair Stephen
CG Supervisor: Robert Grbevski

Latest Campaigns

comments powered by Disqus