The Payments Council highlights the ease of mobile payments in Paym launch campaign

Launching this week, the campaign uses illustrative designs to highlight the benefits of the new service and will run across outdoor, print, radio, online and social.

For the creative, bespoke illustrator James Lancett created an animated world, populated with characters carrying out daily activities ranging from the mundane to the obscure with all of the characters using their mobile to pay someone back. In addition to the creative Partners Andrew Aldridge has also built the online and mobile site which will host Vine and Instagram videos showcasing usage scenarios. The agency will also handle social activity through the hashtag #paymnow.

“Partners has delivered a fantastic creative campaign that really drives awareness and confidence in Paym. From print to screen, the campaign drives home the message that Paym is a simple, secure way to pay friends and family using just a mobile number,” said Chris Bryson, head of project delivery at the Payments Council.

Steve Aldridge, Engine creative director added: “Our campaign takes the idea of Paym and translates it in a fun and eye-catching way. The illustrated world captures the essence of the service, the ease of paying one another back no matter what you’re doing, and communicates it beautifully, seamlessly connecting the online and offline experience.”

Engine’s Calling Brands created the Paym brand identity with media buying handled by the7stars. Work will feature in national and regional press and is supported by a national radio campaign on the Capital Network. A second wave of activity is scheduled to break on 29 April.