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.

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