The 'Pick Up More' concept, which launched in Nottingham this month, involves a city-wide takeover and features Magic Circle magician Richard Young who has been taking part in a series of undercover stunts.
As part of the experiential activity, Young has been posing as a checkout assistant, surprising and entertaining shoppers by performing a series of tricks as they purchase goods. Their reactions, captured by hidden cameras, are being shared on Facebook and reinforce PayPoint’s core campaign message to shoppers 'pick up more from your local store'.
The campaign is running throughout 249 local stores and prominent billboards, as well as 'wrapping' the city’s trams. It will also run in-store, online and will use augmented reality.
Steve O'Neill, marketing director at PayPoint, said: "This campaign is designed to showcase the vast array of services we offer across the UK on top of the energy payments that millions know us for.
"The campaign, developed with Founded, has struck the right note in an exciting and creative way that drives home the message that PayPoint provides much more in-store than the consumer expects, and our takeover of Nottingham has certainly reinforced that."
Richard Perry, partner at Founded, added: "Working with PayPoint on its first integrated consumer-facing campaign is hugely exciting for Founded. We’re all about creating work that moves people and the ‘Pick Up More’ campaign is a perfect example of this."
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