Smartpay takes a hands-on approach to SMB payments, via The Royals
EFTPOS provider Smartpay is helping small and medium-sized business owners keep their heads in the game and out of yesteryear’s payment methods via a new campaign from The Royals.
The ‘Hands On For Business Payments’ brand platform does away with cliched portrayals of business payments, instead opting to highlight the faster, more-efficient method of tap-and-go.
The platform is the result of 18 months’ worth of brand transformation work – an organisational shift that also encompassed brand platform design, brand positioning and strategy, and campaign development.
The campaign sports a film (available in 30 second and 15 second forms) that takes viewers into a cafe and nail salon to show its owners being literally ‘hands-on’ and providing their customers with hassle-free service.
It’s a creative choice that reflects Smartpay’s customer-centric ethos, according to the company’s chief marketing and product officer, Peter Thomas.
“In an era where so many services are gate kept behind long call wait times and you’re bounced from person to person, we’ve found that it really makes a difference to our customers that we have a hands-on, customer-centric approach to our business,” Thomas said.
“All the time we hear from our customers that our hands-on approach makes all the difference for their EFTPOS experience.
“The Royals’ ‘Hands On For Business Payments’ campaign idea is a playful yet authentic way to show that when you choose Smartpay, you choose a business payments partner who’s on hand to help, whenever you need it.”
Andrew Siwka, The Royals’ managing partner, added: “Smartpay knows what hands-on means: they understand what businesses do, what businesses need, and what it means if they can’t take payments.”
Credits:
Client:
Smartpay
Chief marketing & product officer: Peter Thomas
Head of marketing: Adrien Jarvis
Head of digital acquisition: Matt Rothwell
Senior designer: Richard Harris
Marketing manager, AU: Jessica Smith
Performance marketing specialist: Bryce McFadden
Creative Agency:
The Royals
Production Partners:
Production House: Eden Studios
Director: Pete Moore
Post Production: Eden Studios
Sound House: Electric Sheep
Casting: Fountain Head Casting
Media Partner:
Advertising Advantage
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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