PayPal Canada rolls out first Canadian brand campaign

Payment company also treats Torontonians to a java jolt

PayPal Canada is giving Torontonians the chance to get some free coffee.

As part of a new PayPal brand campaign — the first it’s done in Canada — the payment company is giving people who use the PayPal mobile app to pay at one of 25 coffee shops in Toronto a $5 discount to cover their coffee (or other drink or snack of their liking).

PayPal Canada is getting word out about the offer, which runs from July 21 to 31, via its social channels and blog. It has also placed brand ambassadors in participating cafes until July 25 to assist customers with downloading the app to take part in the promotion.

The experiential campaign is part of a broader multimedia campaign for PayPal Canada that includes digital and online video sponsorships with TorontoLife.com, Cineplex and BlogTO and targeting Torontonians on their mobile devices using Tapped Mobile and Juice Mobile from July 21 to Oct. 31.

The campaign will also feature full-page insertions in three issues of upcoming Toronto Life and Cineplex magazines this fall, as well as Astral Media out-of-home posters that will appear in downtown Toronto from Aug. 4 to Nov. 2.

MSLGroup is handling PR for the campaign; Havas Worldwide is doing the media planning and buying.

The latter group created PayPal’s global “Powering The People Economy” brand campaign — the inspiration for PayPal Canada’s own current campaign. The global campaign is built on the insight that consumers now have more options when it comes to paying for things using their preferred method.

PayPal logo

PayPal’s new logo

PayPal Canada marketing director Nicky Mezo said in a release that the idea behind her company’s new brand campaign is to put “people first, not institutions” and make people’s lives easier by using its products.

PayPal has a new logo and brand identity that is being applied to everything from PayPal’s marketing communications and online outlets to its products. The brand identity was designed by U.S.-based Fuseproject.

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