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PayPal Canada breaks brand campaign

PayPal Canada has begun a brand campaign promoting its applications for mobile devices. According to the company, this is its first brand campaign in this country. The global campaign, called "Powering The People Economy," was developed by Havas Worldwide. It consists of print, out-of-home, digital and mobile advertising, as well as social media activities. The effort presents the product as empowering consumers to conduct transactions on their own terms. The campaign also introduces a new brand identity for PayPal featuring a new logo and an updated visual style.

The Canadian phase of the campaign will consist of street posters and transit shelter ads in downtown areas, as well as full-page ads in the September, October and November issues of Toronto Life and Cineplex magazines. Online video advertising will run on the BlogTO, Cineplex and TorontoLife.com websites, while mobile ads are being placed through Juice Mobile and Tapped Mobile. In addition, the company will conduct a promotion at 25 participating coffee retailers in Toronto from July 21 to 31. Consumers who use the PayPal application to pay for their purchases will receive a $5 rebate on their bill.

The out-of-home media is from Astral Media. Media planning and buying is being handled by Havas. Public relations are being conducted by MSLGroup. The campaign will run until Nov. 2.

"Our goal was to give a contemporary, human and populist voice to a brand that does amazing things for everyday people," said Matt Weiss, global chief marketing officer at Havas Worldwide. "Rather than describe simple benefits, we focused on the perspective of what does PayPal do for people as a whole, how the brand is challenging and changing the status quo. Powering The People Economy came as a natural extension of that thought."

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