It’s designed to get people ready for PayTo appearing in their online banking as a new way to pay and manage payments.
Australian Payments Plus (AP+) has released an integrated campaign to drive awareness of a pivotal moment for payments in Australia via independent agency Five by Five Global.
The PayTo launch campaign centres around the core consumer benefits of visibility and control, driving broad awareness of PayTo. It’s designed to get people ready for PayTo appearing in their online banking as a new way to pay and manage payments.
Phase one has launched on digital and social channels, radio, Spotify and programmatic display - positioning PayTo as, first and foremost, the modern alternative to direct debit.
Charissa Brooks, head of brand & marketing at AP+, said PayTo will revolutionise the way customers can pay directly from their bank accounts.
"It’s a huge milestone that helps position Australia as a country prepared to operate as a meaningful, always-on, digital economy," she said.
"Five by Five Global brought our brief to life, working with us closely to communicate key messages in a way that educates consumers and businesses about this change, and brings them on board our innovation journey in Australia.”
Matt Lawton, MD at Five by Five Global, said PayTo isn’t just a new payment option - it will fundamentally change the way money moves in Australia for the better.
"Our campaign is double-edged: informing people about this shift, but also communicating the transformative nature of this innovation for businesses and empowering customers to have more control of their money," said Lawton.
PayTo is currently rolling out to consumers and businesses via the banks, financial institutions and payment service providers in Australia.
