Credit disrupter Zip launches first brand campaign

Revealing new campaign aims to show off difference between big banks and new fintech brand

Australian fintech unicorn and credit card disrupter, Zip, has launched its first integrated brand campaign using the tagline ‘Nothing comes between me and my …’.

It’s the company’s first above-the-line brand work, designed and directed in-house. The company said the aim is to bring to life its commitment to transparency and responsible lending in a fun, provocative and irreverent manner. To do this, the creative utilises a series of stylised images of everyday Australians stripped bare alongside the things they love.

Zip co-founder, Larry Diamond, said when working up ideas to communicate the company’s goal of transparency and accessibility, it became clear this approach resonated the most with the narrative.

“We want people to celebrate their individuality and feel empowered to enjoy the things they love - responsibly. Although our approach is outside of the box for the financial sector, we want to make it clear that Zip is unlike the big banks, and we think this campaign communicates that powerfully,” Diamond said.

“Australians have been taken advantage of when it comes to credit products for far too long. We’re talking about cheeky fine print, hidden costs and unfair credit business models, all of which were created outside the interests of customers. That became our opportunity at Zip to simplify financial products, by bringing transparency and responsibility to our business since day one, ultimately delivering a positive payments experience for customers and giving them the power to own the way they pay.

“This campaign is us stripping down, unashamed to bare it all and telling it as it is."

The integrated campaign, supported by media agency, Avenue C, and public relations agency, Sling & Stone, will run nationally leading up to the peak sale periods, and extend across Sydney, Melbourne and Brisbane in out-of-home media, including transit, large format billboard advertisements and shopping centres. Content will also be featured in online video formats across YouTube and catch-up TV and social platforms.

“What we’re putting out there is something no other Buy Now Pay Later, bank, credit card or finance provider would ever dream of doing. The beauty of this idea is that it is flexible and easily adapted to the holiday period, different formats, products, retailers and events, without losing any of its humour, charm or impact," said head of marketing, Katrina Ang.

Founded in 2013, Zip now has more than 1.5 million Australians using its payments service.

Last week, the group announced it had sealed an agreement with Amazon Australia providing Zip as a payment option at checkout on the local Australian site.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.  

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: ABC's Leisa Bacon

In this episode of Conversations over a Cuppa with CMO, ABC's director of audiences, Leisa Bacon, shares how she's navigated the COVID-19 crisis, the milestones and adaptability it's ushered in, and what sustained lessons there are for marketers as we start to recover.

More Videos

Remote working has gained a lot of attention in the past few months. And the key driver to the smooth workflow of remote working is obvio...

varun

How to manage social media during Covid-19

Read more

Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...

Rochie Grey

Will 3D printing be good for retail?

Read more

Zero proof spiritsUsa since 2011 www.arkaybeverages.com🤪🤟

Sylvie

How this alcohol-free spirits brand rode the health and wellness wave

Read more

okay this a good newsmaybe i gonna try it

kenzopoker1

CMO's top 8 martech stories for the week - 9 July 2020

Read more

Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...

Abi TCA

CMOs: Let middle managers lead radical innovation

Read more

Blog Posts

Why CMOs need a clear voice strategy to connect with their customers

Now more than ever, voice presents a clear opportunity to add value to an organisation in many ways. Where operational efficiencies are scrutinised, budgets are tighter and discretionary consumer spend at a low, engaging with an audience is difficult.

Guy Munro

Head of innovation and technology, Paper + Spark

MYOD Dataset: Building a DAM

In my first article in this MYOD [Make Your Organisation Data-Driven] series, I articulated a one-line approach to successfully injecting data into your organisation’s DNA: Using a Dataset -> Skillset -> Mindset framework. This will take your people and processes on a journey to data actualisation.

Kshira Saagar

Group director of data science, Global Fashion Group

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Sign in