Engine Creates Cute Cartoons For Paym Campaign

Paym, the new mobile payments service from the Payments Council, has officially launched today through a new national communications campaign created by Engine.

Activity includes outdoor, print, radio, online and social media work, using animated characters to help highlight the numerous benefits of the new Paym service.

A series of Vines and Instagram videos have also been created to showcase scenarios that require the ease and speed of Paym’s offering. 

Meanwhile, a Paym national radio competition launches today on Global Radio’s Capital network, which gives listeners the chance to win a variety of daily cash prizes.

Engine’s digital direct agency Partners Andrews Aldridge led the creative on the campaign, while Calling Brands created the Paym name and brand identity. Engine handled the central strategy and media planning activity, with media buying overseen by the7stars.

News of the new Paym service was first revealed at the beginning of the month, with a series of teaser print ads encouraging people to sign up early ahead of the launch.

The fully integrated campaign now breaks today to coincide with the full rollout of Paym.

From today customers of nine bank and building societies - Bank of Scotland, Barclays, Cumberland Building Society, Danske Bank, Halifax, HSBC, Lloyds Bank, Santander and TSB – are able to use Paym, making it the most wide-ranging payment service capable of moving funds directly from account to account, without the need for sort codes or account numbers.

Chris Bryson, Head of Project Deliveryat the Payments Council, said: “Engine has delivered a fantastic creative campaign that really drives awareness and confidence in the new Mobile Payments Service. From print to screen, the campaign drives home the message that Paym is a simple, useful service.”

Steve Aldridge, executive creative director at Engine said: “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.”