PayPal campaign helps chase deadbeats

PayPal has launched a new tongue-in-cheek campaign to encourage customers to use its Person-to-Person Money Transfer Service.

The campaign, 'I'm not a charity' created by Tullo Marshall Warren, aims to assist people obtaining borrowed money back from family and friends in a comical manner. The activity will run over email, a microsite and online banner advertising.

Users can create tailored appeals through the campaign microsite, which produces an online poster with the customer's photograph and a charity style headline.

A target audience has been selected through analysis and modelling of consumer behaviour by TMW's data and planning arm, Insight.

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