Mr Wolf launched PayID to the Australian public, turning a complex piece of financial infrastructure into an instantly memorable idea that drove over 27 million registrations.
The Situation
It’s only human to have the occasional goldfish moment – especially when it comes to remembering numbers. A couple of phone numbers is hard enough; forget it when it comes to bank details like BSBs and account numbers. PayID was part of a once-in-a-generation modernisation of Australia’s financial system, but Mr Wolf was challenged with launching a genuinely complicated offering to an Australian public not exactly known for being highly engaged in the inner workings of the payment system — all while keeping Australia’s 13 largest competing financial institutions aligned.
The Strategy
Rather than trying to explain the mechanics of the new payment system, Mr Wolf set out to make the problem PayID solves instantly relatable – the everyday, slightly embarrassing experience of simply forgetting a number. That meant finding a single idea simple and universal enough to unite 13 competing stakeholders behind one message. And making it disruptive enough to engage a largely disinterested external audience.
The Creative
Mr Wolf harnessed a simple mnemonic device — a goldfish, already associated with a limited memory – that counterintuitively humanised the memory challenge PayID eliminates. The appeal of the arresting visual meant it was adopted by all 13 participants and supported through their own owned channels, giving PayID unprecedented, unified exposure across the entire industry at launch.
The Results
- Over 2,000 media mentions in the launch week
- 200,000 registrations in the first two weeks of the campaign
- Over 27 million PayID registrations to date
The Reaction
“When you have 13 usually competitive financial institutions involved in the development of a campaign, including the big four banks, you’re not only looking for really strong strategy and great creative, but you’re also looking an agency partner who could help you manage a large and diverse group of stakeholders, right up to board level. The guys at Mr Wolf immediately gave us great confidence and they’ve really helped make what could have been a difficult process seem simple and smooth”said Lisa Lintern, communications strategist for NPP and PayID.
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