RAPP were engaged to introduce Westpac’s Mobile PayWay app to Australia’s small business community – a diverse audience ranging from established shop owners to micro-business operators such as market stall holders and mobile service providers.

Armed with the email addresses of Westpac’s small business customers, a clear brief, and a modest budget, we set out to craft a message that was both compelling and easy to understand. The challenge was to communicate how Mobile PayWay could help small business owners take card payments anywhere, anytime – ensuring they never missed a sale.

The result was a concise yet impactful 60-second ad that brought the product’s benefits to life in a relatable way. Using real-world scenarios and an upbeat, accessible tone, the ad demonstrated how Mobile PayWay could seamlessly fit into a small business owner’s day, removing barriers to payment and enabling more opportunities for revenue. The campaign successfully delivered strong engagement within the target audience, proving that with the right idea, even a limited budget can produce a powerful result.