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: Tyron Hayes

​The current global COVID-19 pandemic is resulting in unprecedented disruption to every aspect of our lives as marketing and brand professionals, from the ways we work, to how our organisations operate, and the way in which we acquire and engage customers. So we’ve drawn on our wonderful CMO50 alumni community to explore different aspects of the crisis facing all of us right now.

More Videos

Why these voice assistants are so popular nowadays? Maybe I should get one too? I am really curious.

Jill Kim

Aussie brands jump on voice-interaction bandwagon following Amazon Alexa's local launch

Read more

Your page is very helpful. Thank you for sharing with us

Eriona Ajvazi

10 brands making a positive difference to a world in crisis

Read more

Extremely insightful and well written. Thanks for the great article!

Nicole Brodie Nahum

Why COVID-19 makes it more important than ever to move at the speed of the consumer

Read more

Blockchain is one of the fastest growing technology in today's digital era. Industries like banking and finance are already using blockch...

Aniket Singh

Can blockchain deliver on its big advertising promises?

Read more

Great article Emma. So many gems in there. Awesome to have you in the team!

One Small Step Collective

Why COVID-19 makes it more important than ever to move at the speed of the consumer

Read more

Blog Posts

The gear change required for business during COVID-19

The current world pandemic, COVID-19, and its tragic effects has created different and challenging situations for nearly every business. Every business sector is affected differently, depending on the nature of what your place in the world, creating the most unique situation most of us have ever and will ever experience during our professional lives.

Katja Forbes

Managing director of Designit, Australia and New Zealand

How can organisations debias their decisions?

​People whose personal details and experiences signal they come from racially diverse backgrounds are less likely than anglo or Caucasian candidates to make it through the first cut in recruitment processes. Even if the organisation says it values diversity.

Dr Karen Morley

Author, commentator

Is your marketing team adapting quickly enough to the COVID-19 crisis?

The impact of coronavirus is far reaching with the true impact on the economy and businesses is unknown. While there are a few categories and brands experiencing growth, for the most part the crisis is wreaking havoc for large and small operators across many sectors including entertainment, tourism, retail, fitness, services and the list goes on.

Teresa Sperti

Founder, Arktic Fox

Sign in