MAKING GERMANY SAFERERERER! by PHD Frankfurt for PayPal

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MAKING GERMANY SAFERERERER!

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Industry Online Financial Service
Media Promo & PR, Case study
Market Germany
Agency PHD Frankfurt
Released May 2010

Credits & Description

Category: Financial Products & Services
Advertiser: PAYPAL DEUTSCHLAND
Product/Service: SECURE ONLINE PAYMENT SERVICE
Date of First Appearance: May 1 2010
Entrant Company: PHD FRANKFURT, GERMANY
General Manager: Katrin Grünmeier (PHD Germany)
Account Director: Susanne Schlatter (PHD Germany)
Account Executive: Eric Meinert (PHD Germany)
Account Director: Judith Zaremba (PHD Germany)
Media Director: Melanie Schröder (OMG Outdoor)
Head of Media: Beate Krull (PayPal Deutschland)
Head of Marketing: Dominik Dommick (PayPal Deutschland)
Junior Account Manager: Lukas Corswandt (Tribal DDB)
Production: Stefanie V. Zabiensky (Tribal DDB)
Creation/Art Direction: Tela von Mücke (Tribal DDB)
Text: Katja Behnke (Tribal DDB)
Project Management: Lukas Corswandt (Tribal DDB)
Managing Director: Elmar Günther (Awards only) (FILMWÄRTS Media Production)
Media placement: Outdoor Campaign - CLPs, Floorgraphics, Groundstripes, Stair Brandings, Column W - Supposedly Unsafe Places E.g. Train Stations - 1. May 2010
Media placement: Guerilla Activities - Paolo Guerrero Premium-Security-Bottles - HSV Stadium, Hamburg, Germany - 17. April 2010
Media placement: Guerilla Activities - May Demonstration Plastic Stones - Hot Spots Areas In Berlin + Hamburg, Germany - 30. April 2010

Insights, Strategy & the Idea
PayPal had hit a bit of a wall in Germany. After several years of growth, their business slowed down and they challenged us to reignite things for them, establishing their new service as the most secure payment system on the internet and presenting PayPal as a likeable, innovative brand that dares to be different. Research showed that there were a large proportion of netizens who still felt uneasy about online payments due to security risks, so we developed a campaign that was all about safety: Make Germany more ‘saferererer’.

Creative Execution
We spent a day ‘action-planning’ to think of times, places and occasions we could leverage the concept of safety. This led ultimately to dozens of different executions, ranging from wrapping concrete pillars in train stations in foam, to covering spikes in protectors, to having warning signs around steep stairs, etc. We set up a tactical response crew - ‘the Pals’ - to find unexpected opportunities to make the life of our consumers safer. On May Day, an occasion of violent demonstration in Germany every year, we distributed foam-stones that called for nonviolence and safety in hotspots of two major German cities. And when soccer player Paolo Guerrero threw a bottle at a fan - a huge scandal that not only rocked the German soccer world, but became the talk of the country - our team seized the opportunity and the next game, there were PayPal ‘saferererer’ foam-coated bottles all over the stadium.

Results and Effectiveness
The campaign was a huge success. Now every second online shopper uses PayPal.
Dedicated research proved that - only after one month - we achieved an unaided brand awareness for PayPal of +10%, comprehension and connection with the topic safety of +24%, and the perception of PayPal as a safe online payment service of +42%. And most importantly, the campaign managed to turn some of those people, who were previously skeptical about safety, into converts!