For far too long, the world has tolerated an exclusive, stagnant financial industry. Inconveniences such as ATM fees, waiting periods, and the cumbersome process of sending money to other countries are all things we’ve come to accept. PayPal is leading the way to disrupt the status quo, and show people they deserve better. New Money is a symbol of innovation and a demand for real change. It sets PayPal apart from a crowded category and helps reposition the brand beyond its button legacy. On a mission to challenge the outdated financial system and prove there is a better way to move and manage your money, PayPal reintroduced itself to the world... as New Money.

Repositioning a brand and convincing people the inconveniences they have tolerated from the financial industry for decades required a fully integrated effort. The New Money campaign rolled out globally throughout the year in digital, OOH, broadcast and across social channels. The first markets to launch were the United States, Canada, United Kingdom, Italy, Australia and Germany.

Early reads after the U.S. launch show the campaign drove a significant increase in the brand’s sentiment score – on the night of the campaign launch, the brand sentiment score increased by 46%. Online brand conversations about PayPal were 4x the daily average for the entire Fintech category the week leading up to the game and through the Super Bowl. During the first week of the launch, PayPal had the highest volume of organic discussion ever on its social channels.