PayPal readies first global ad push and revamps brand image to promote its role in a 'people powered economy'

PayPal has revamped its brand identity ahead of kicking off its first global ad campaign as it looks to position itself as the consumer payment method of choice and at the forefront of what it calls a "people powered economy".

The company worked with Havas Worldwide on the campaign – which will run across TV from 2 May, along with outdoor, digital, mobile and social display, and CRM activity – and has been created to put humans, rather than devices "at the centre" of its branding message, according to PayPal chief marketing officer Alison Sagar.

She told The Drum: "This is the next stage in our campaign journey that celebrates the role PayPal plays in people’s lives.

"It aims to brings to life the key benefits in a more human way than we have previously used in campaigns. Last year’s advertising focused heavily on the device and this time have brought people to front of it – to champion how it can make people’s lives simpler."

The payments brand has also tightened up its brand design to ensure its branding is consistent across online, mobile and its offline presence, working with Fuseproject on the redesign.

Special focus has also gone to making the colours of the logo design, relaunched today (30 April) brighter so it stands out on smaller screens, particularly preparing for wearable technology and smartwatch ranges, which are on the roadmap as a result of its tie-up with Samsung earlier this year.

“We have been around for 15 years but this is only the second time we have refreshed the brand and we have done it to reflect some of the significant changes that are taking place in the market such as the evolution to mobile and the integration of PayPal across all channels on and offline," said Sagar.

The company has made 58 product experience changes over the last year, including fingerprint recognition on the Samsung Galaxy S5, according to Sagar.

“We have been continuously been evolving the service, building on the elements that are core to our brand, which are simplicity of use, and security,” she added.

"We also want to reflect the fact we are moving into a mobile and online business, as well as the physical business, which follows on from our announcement a year ago when we started accepting payments on the high street," she said.

PayPal will now turn its focus to targeting the youth and student audiences in the autumn, having already launched a pilot with Birmingham University. It will also focus on promoting a particular feature – its ability for Paypal users to send each other money via the app, which takes only 15 seconds, according to Sagar.

It will also make some "important" changes to its buyer protection policy this summer in the UK, and is rolling out an "enhanced checkout experience" in the UK, which is expected to be completed by the end of the year, according to Sagar.

The two-month TV campaign will run in the UK, US, Australia, and Germany.

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