eftpos: I AM KING

Background:

The ‘I am King’ campaign repositioned what was traditionally seen as just another financial payment system, into a powerful tool for consumers to reject the boom in credit and regain control of their money.

‘I am King’ campaign presented ordinary people as true ‘masters of their own financial destiny’, displaying the confidence associated with the ability to choose how they manage their money. By focusing on them, rather than what is in reality piece of financial technology, we created a brand that revolved around empowerment and could resonate strongly with our audience.

The result:

Using a powerful mix of high impact ATL placements which were then reinforced at POS, the campaign was able to achieve standout from the usual bland world of financial services advertising, whilst at the same time driving real change in financial behaviour.