Smartpay has deviated from the norms and cliches of the payments industry in a brand new campaign from indie creative shop The Royals, focusing instead on the EFTPOS specialist's 'hands-on' approach to business payments.

The campaign, titled 'Hands on for business payments', is the culmination of an 18-month brand transformation project by the agency that has included brand strategy and positioning, brand platform design, and campaign development.

“All the time we hear from our customers that our hands-on approach makes all the difference for their EFTPOS experience,” said Chief Marketing and Product Officer at Smartpay, Peter Thomas. “The Royals’ ‘Hands On For Business Payments’ campaign idea is a playful yet authentic way to show that when you choose Smartpay, you choose a business payments partner who's on hand to help, whenever you need it.”

The integrated campaign is spearheaded by a 30 second TVC, with executions also rolling out across Digital video, YouTube, social, OOH, display, and print.

Managing Partner at The Royals, said the campaign aims to highlight why Smartpay's EFTPOS payment solutions are ideal for small to medium-sized businesses (SMBs). “Smartpay knows what hands-on means: they understand what businesses do, what businesses need, and what it means if they can’t take payments."

With over 20 years of experience in the EFTPOS industry, Smartpay has partnered with over 35,000 businesses across Australia and New Zealand. This campaign is a testament to their commitment to providing hands-on, customer-focused payment solutions for businesses of all sizes.