The payments market was rapidly changing and highly competitive, and PayPal needed to re-assert their leadership position. They needed a campaign to get people, particularly their merchants, to see that the brand is much more than a button. We needed to help change perceptions and demonstrate that the brand offers a suite of products and services to help merchants succeed, both online and in-person.
Our challenge was clear:
How do we change the perception of the oldest, most well-known online payments processor from a click-to-buy button to a partner for growth?