The Drum Awards for Marketing - Extended Deadline

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By Natalie Mortimer, N/A

December 2, 2014 | 2 min read

Retail payments and services network, PayPoint, has embarked on a marketing drive to push its new product category of digital eVouchers for games, featuring partner brands including Sony PlayStation, Nintendo and Bin Weevils.

The campaign, created by Founded, features digital, social and in-store activities, plus a 60 second YouTube video, which will also be featured as a 30 second pre-roll video on Channel 5 On Demand.

Designed to engage with tech-savvy gamers, the campaig centres on CCTV-style footage of two bored shop assistants play-fighting while working in a local shop. The footage is then overlaid with special effects and street-fighter style graphics.

Via the new eVoucher scheme, customers will be able to pay cash at a PayPoint terminal for a code which they can use online.

The campaign comes as PayPoint appoints Founded as its lead strategic and creative agency following a series of test campaigns over the past year, including the ‘Pick up More from your Local Store’ drive, which led to an increase in transaction volumes and a jump in brand awareness.

Steve O’Neill, marketing director at PayPoint UK and Ireland, said: “We are delighted to be partnering with Founded as our lead agency, as they continue to impress us with their strategic thinking and bold creative ideas. We were delighted with the results of the ‘Pick up More’ campaign and are looking forward to future campaigns together.”

The agency will be responsible for the strategy, conception, development and production of all marketing campaigns going forward.

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