Smartpay takes a hands-on approach to SMB payments, via The Royals [Video]

EFTPOS provider Smartpay is helping small and medium-sized business owners keep their heads in the game and out of yesteryear’s payment methods via a new campaign from The Royals.

The ‘Hands On For Business Payments’ brand platform does away with cliched portrayals of business payments, instead opting to highlight the faster, more-efficient method of tap-and-go.

The platform is the result of 18 months’ worth of brand transformation work – an organisational shift that also encompassed brand platform design, brand positioning and strategy, and campaign development.

The campaign sports a film (available in 30 second and 15 second forms) that takes viewers into a cafe and nail salon to show its owners being literally ‘hands-on’ and providing their customers with hassle-free service.

It’s a creative choice that reflects Smartpay’s customer-centric ethos, according to the company’s chief marketing and product officer, …