Paypal launches first global campaign and new logo

Paypal is to launch its first global campaign focussing on how its payment options “power” people’s lives and the businesses that use its services, activity that will see the introduction of a new visual identity.

PayPal logo bag
Campaign claims its payment options “power” consumers and businesses.

A series of part-animated TV ads (see below) will run throughout May and June and feature normal people highlighting its usual selling points of service, simplicity and security.

The TV ads and supporting outdoor and digital activity will also introduce the strapline “people rule”. UK marketing director Alison Sagar told Marketing Week the aim is to position Paypal as a “powerer of the economy”.

“It [PayPal] is not about technology it’s about people, about businesses, about buying goods”, she adds. The Havas Worldwide created campaign will launch in the UK on 2 May. 

It is the first time PayPal has launched a global marketing platform, previously opting for local activity such as the TV ads launched in the UK last year.

The campaign will launch simultaneously in the UK, US, Germany and Australia but will be localised to include people that resonate with consumers in the respective countries as well as to reflect language. 

Sagar says the decision to move to one platform reflects the global nature of the PayPal product and its aim to “bring the global market to consumers’ doorstep”. PayPal claims to have 143 million active registered accounts and is available in 193 markets.

PayPal logo

Meanwhile, PayPal has introduced a new logo, its first since 2007 and only the second refresh in its 15-year history.

The new logo includes a new monogram of the double PP, which is now at a slight angle and is a different shade of blue.

It has been designed for use across all of its customer touchpoints while the timing of the change is meant to reflect the product and service innovations introduced in recent years including the suite of mobile payment services introduced earlier this month.

The logo will appear on the company’s website from today (30 April) and will be rolled out in other channels over the next few months. 

http://www.youtube.com/watch?v=_kudWWYz3x8?rel=0

http://www.youtube.com/watch?v=nhfpRbvcwZU?rel=0

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here