Airwallex has reported significant increases in brand awareness and consideration following a large-scale Out–of–Home (OOH) campaign delivered across Australia, achieving triple-digit uplift across key brand metrics.
The fintech recorded a 386% increase in awareness, a 267% rise in familiarity and a 180% uplift in consideration after the campaign, which generated more than 184 million impressions and reached high-value business decision-makers across multiple environments.
Airwallex marketing director ANZ, Jennifer Snell, said the campaign was designed to reposition the brand and challenge traditional approaches to global financial operations.
“This campaign was our largest brand campaign to date, designed to fundamentally shift how businesses understand who we are and what we offer,” she said.
“Our ambition was to position Airwallex as the future of finance by showcasing the full breadth of our platform and challenging outdated, ‘clunky’ ways of managing global financial operations.”
She added that the focus was on reaching decision-makers in high-quality environments to improve both awareness and understanding of the platform’s capabilities.
The campaign was planned by Accenture Song and delivered through oOh!media’s national network, spanning airports, Qantas lounges, office towers, retail environments, street locations, metro rail and large-format billboards. It formed Airwallex’s first major brand campaign in Australia.
The campaign highlights growing investment among fintech brands in high-impact offline channels as they seek to build credibility and drive awareness among premium business audiences.