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.
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.