Idle Aussies: Don’t watch cat videos – shop online instead

Pippa Chambers
By Pippa Chambers | 18 December 2014

In the lead up to Christmas PayPal Australia is urging people to change the relationship they have with their mobile phones.

In a new campaign, jointly developed by Havas Worldwide, Edelman and Havas Media, was inspired by the insight that Australians are increasingly turning to their smartphones in their “idle moments” throughout the day, watching cat videos, updating their social feeds and playing games.

PayPal said this drove the campaign idea “use your nothing time to shop online”, turning these, what it calls “unproductive” moments, into productive shopping time.

As part of the campaign, on digital news sites, messages were delivered encouraging Australians to swap celebrity breakup gossip for clearing the Christmas present list, and even persuading audiences to skip PayPal’s own pre-rolls to shop online instead.

Rather than blanket messages across predictable touch-points, more than 50 bespoke messages were developed and delivered into more than 100 touch-points. The latest high-dwell-time media placements were harnessed including the new digital Cross-Track TV (including sound) across Sydney and Melbourne train stations, where Australians naturally have downtime.

Senior director of marketing at PayPal Australia, Leanne Sheraton, said with many Australians struggling with work, family, gifts, decorating and more in the lead up to Christmas, the campaign was created to remind Australians of the huge resource they have in the palm of their hands.

“This year we wanted to inspire Australians to use their most productive tool – their smartphone – to enable them to celebrate Christmas more and tick things off their Christmas list faster, easier and with greater convenience,” she said.

Australian radio personality, Chrissie Swan, was also secured as a spokesperson for the campaign. As a working mum of three who used her smartphone to do all her Christmas shopping this year, she served as a real life example of how Australians can use their mobile devices to simplify their lives this Christmas.

Research commissioned by PayPal found Australians expect to spend around 46 hours getting ready for Christmas – which is five times more hours than is actually spent celebrating the day (eight hours on average). This campaign, supported by PR, media partnerships and social media, was created to help Australians get to the day faster, with less hassle by making the most of “snatches of free time”.

For more news:

Havas wins PayPal creative and media

PayPal bares teeth at Apple as payment battle commences

PayPal launches global creative with Havas in the harness

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