Tyro shows it’s ‘Into business big time’ in new brand campaign via Howatson+Company
Leading Australian payments company Tyro has revamped its brand identity and launched a new brand campaign created by Howatson+Company, illustrating how industry-obsessed it is about its core customers with bespoke solutions across payments, banking and lending.
‘Into business big time’ brings to life this customer obsession by highlighting Tyro’s extreme dedication to supporting Aussie merchants in running and growing their businesses.
The campaign marks a new era in the Tyro business with the payments company transforming its brand from the inside out.
For Australian businesses, the brand platform ‘Into business big time’ launched starting with three films, directed by Scoundrel’s Carl Sundemo. The campaign will run across TV, BVOD, billboards, audio, digital, YouTube, social and brand activations.
Says Sera Awad, head of marketing, Tyro: “At Tyro we’ve been obsessing over Aussie businesses for the past 21 years. Our goal is to create seamless and innovative payment solutions for our merchants and their customers and to help them manage their cashflow with ease.
“We were the first payments company to launch least-cost routing for our merchants in 2018, and we were an Australian launch partner for Tap to Pay on iPhone payment acceptance with the Tyro BYO App. We pride ourselves on our industry specific knowledge, creating features such as Pay@Table, Split Bills and integrating with Medicare and health insurers for health claims processing.
“We continuously strive to innovate in the payments space and ensure Aussie businesses are set up for success, and we needed a brand refresh that encapsulates the obsession that Tyro has for these businesses every day!”
Says Stephanie Brown, head of brand, Tyro: “Business owners are obsessed with their craft and their customers, and we have that in common. In our new work, we see how Tyro has literally built its business around Australian businesses. We couldn’t be more thrilled to have partnered with Howatson+Company and Frontier Media to bring it to life.”
Says Richard Shaw and Jeremy Hogg, executive creative directors, Howatson+Company: “The most exciting thing from the outset of our partnership with Tyro is that they weren’t just looking for an ad campaign. Sure, that was part of the requirement, and we love the tone we’ve created, but we needed a bigger positioning statement to re-align the business around. For us ‘Into business big time’ is an engaging proposition both internally and a real consumer benefit that’ll allow us to do great things.”
Says Sasha Smith, chief media officer, Howatson+Company: “We’ve mirrored this obsession throughout the media strategy, which targets specific, business-friendly environments throughout the funnel, truly bringing message and moment together.”
This is Howatson+Company’s first work for Tyro since being onboarded as their creative and digital media agency of record in late 2023.
Client: Tyro
Head of Marketing: Sera Awad
Head of Brand: Steph Brown
Brand Manager: Justine Duffy
Brand and Communications Executive: Leo Lovric
Senior Campaigns Manager: Isabell Schneider
Digital Marketing Manager: Pramesh Singh
Marketing Campaign Manager: Matt Gregory
Senior Designer: Scott Elliott
Senior Copywriter: Max Kitchen
Designer: Max Khoun Ala
Creative: Howatson+Company
Group Managing Director: Renee Hyde
Group Strategy Director: Clinton Duncan
Executive Creative Directors: Richard Shaw, Jeremy Hogg
Creative Directors: Simon Friedlander, Michael Kleinman
Head of Production: Holly Alexander
Senior Producer: Nat Greaves (Photography)
Head of Craft: Ellena Mills
Senior Designer: George Coltman
Group Business Director: George Robertson
Business Director: Gavin Blomeley
Business Manager: Rachael Baulderstone
Media strategy + Digital media buying: Howatson+Company
Chief Media Officer: Sasha Smith
Head of Media: Daniel Dall’Acqua
Digital Director Search: Anthony Damiano
Digital Director: Bill Luu
Digital Managers: Shannen Ciar, Jeffy Thomas
Media buying offline channels: Frontier Media
Managing Director: Daniel O’Brien
Head of Client Service: Nichola Kiely
Senior Account Manager: Alex Kottas
Post House: Heckler
Editor: Michael ‘Hooli’ Houlahan
Colourist: Fergus Rotherham
Online: Julian Ford, Drew Downes
Compositor: Troy Darben
IO: Dan Page + Liam McConville
Producer: Jess Walley
Music + Sound House – Mosaic Music & Sound
EP – Bill Doig
Head of Creative – Adam Moses
Sound Engineer – Michael Thomas
Production Company: Scoundrel
Executive Producer: Adrian Shapiro
Director: Carl Sundemo
Producer: Giordi Caputo
DP: Nico Poulsson
Production Designer: Miha Knific
Stylist: Natasa Lapornik
Service Company: BAS
Photography: The Pool Collective
Photographer: Sean Izzard
Executive Producer: Courtney Lewis
Producer: Zoe Izzard
Lead Stylist: Jo Ayling
13 Comments
I’m a fan of Howatson + Company, but I’m not a fan of this work.
I accept I’m not the target audience, but all I thought on viewing
the spot was an over-powering sense of intrusion and data, both
that of the business and the customer, being at risk.
Great production. Inspiring to see this level of craft locally.
:/
This wasn’t made in australia
You watched that and thought about an over-powering sense of intrusion and risk data??? I think that says more about you than this ad maybe?
I liked it, it’s funny.
Not sure the posters really feel connected to the idea in the ads, although maybe its hard to translate into that format.
Who shot this?
Wheres the production company and director credits?
Feels creepy, but then that feels like part of the joke but then it doesn’t but then it does. I don’t know hey.
someone’s been watching Being John Malkovitch
Kudos to an Aussie client doing something brave and genuinely enjoyable to watch. At the same time I can see, and to an extent agree, with the comments about it feeling like Tyro is spying on me. If it were, say, Continental, really concerned about how people were enjoying their soup, sure, but because it’s tech, it hits a bit close to home.
Steve Ayson did it way better a decade ago.
Nice work coming from H&Co atm. Good to see creative that will cut through.
some people taking stuff too literally or seriously on here. this is fun as.