eftpos targets cash with new advertising campaign to drive behavioural changes
On Monday eftpos will commence rolling out the second phase of its advertising campaign via M&C Saatchi, Sydney.
The initial campaign aimed to raise awareness of Australians’ reliance on eftpos in their everyday lives and show how Australians are ‘better off with eftpos’. The campaign underscored eftpos’ commitment to remain the preferred way to pay for Australian merchants and consumers.
The second phase of the campaign further illustrates eftpos is the way Australia pays and extends the consumer message that they can buy more than they think on eftpos, and should be using eftpos instead of cash for everyday transactions such as for a coffee, juice, snacks or daily commute.
The campaign aims to drive behavioural changes towards the in-grained habit of consumers and merchants transacting in cash. It will commence with high-impact advertising, street furniture and in-store promotion. The high-visibility launch activities will target areas with high commuter footfall, including ‘station domination’ advertising in Sydney, Melbourne and Brisbane. It will be sustained throughout the year by targeted communication in retail environment via Totem and merchant co-promotion via Pinpoint.
eftpos’ Head of Marketing, Neera Manawakul, said: “This campaign marks the beginning of our journey to displace cash. It amplifies we are the way Australia pays by inviting consumers and merchants to convert from using cash on all daily purchases to using eftpos. eftpos is more convenient than fumbling for cash and coins and it is safer than credit cards.”
11 Comments
Can someone please explain to me what the point of EFTPOS is.
As far as I can work out, it’s like a visa / mastercard debit that you can’t use online or abroad – right?
And my problem isn’t that I don’t think of paying by card, it’s that so many pubs, restaurants and shops don’t accept them when I try.
Bollocks. Lots of convenience stores will charge you extra to buy travel passes using Eftpos.
Wow, because spending my money is usually so difficult.
This sneakretly coincides with Woolworths no longer accepting Visa/Mastercard debit cards.
Pity they couldn’t buy a decent idea with eftpos.
Why the big brouhaha about ‘driving behaviour change’?
Isn’t that what all advertising is supposed to do?!
I can use a method of payment to purchase things? Well, I’ll be…
Cash: Hand over money. Get Change.
Eftpos: Wait for person to press eftpos.
Wait for machine to illuminate and say ‘swipe card’.
Swipe card.
Swipe card again.
Swipe card again ‘bad read’.
Start again.
Eventually get there.
Select account. Pin number and ok.
Print one recipet ‘approved’.
Print one more just for good luck.
Eftpos takes double the time, the tap and go is a fraud as you still need to scan items and activate the machine then wait for a receipt, NAB and ANZ machines have been very unreliable lately.
After years and years of handing over my EFTPOS card without having to be told how by an ad campaign, like millions of other Australians, why do I need to be told now that this is the smart way to pay?
Conspiracy Theorist 4.45 got i in one: it must be a tie-in with Woolies (another M&C account) that will not be admitted to.
Conspiracy Theory: Its a secret partnership with the Gov’ to not only wipe out the 5c coin but ALL CASH!
Any Tom, Dick and Harry could have thought of the idea to put a slot through a rubber duck and add a boring, uninspiring tagline. This clients wasted their money!
Is this campaign anything to do with the new ‘Pay Pass’ option at checkouts? Are they in competition with each other?
‘Pay Pass’ appears to be as fast if not faster than cash and way faster than ‘swipe’ or ‘stick in’ credit card transactions.
‘Pay Pass’ is credit card based, whereas ‘Eftpos’ appears to be Cheque or Savings based according to your article.