Zip "Pay How You Want" Campaign | Clapboard Ad Archive

Pay How You Want

Description

Published in October 2024 across Australia, New Zealand, and the United States, the "Pay How You Want" campaign by Zip, created in collaboration with Malka Media, is a dynamic Film and Integrated media effort that highlights Zip’s innovative financial solutions within the finance industry. Featuring two-time WNBA champion, Olympian, and superstar Kelsey Plum, the campaign centers around a compelling 30-second spot that captures Plum’s iconic pre-game tunnel walk, symbolizing empowerment and choice. This ad emphasizes Zip’s Pay in 4 product, issued by WebBank, which allows customers to split purchases into four interest-free installments, providing flexibility beyond traditional credit models. The campaign effectively aligns with Plum’s multifaceted lifestyle as an elite athlete, entrepreneur, and role model, reinforcing the message that financial freedom and control are integral to living life on one’s own terms. By partnering with Kelsey Plum, Zip aims to embody confidence and versatility, resonating with a diverse audience—including professional athletes who appreciate Zip’s budgeting benefits. The marketing approach places a strong focus on female empowerment both in front of and behind the camera, featuring award-winning director Andrea Buccilla and the all-women creative team at Malka, showcasing a commitment to diversity and authentic representation. In addition to promoting the Pay in 4 feature, the campaign strategically highlights Zip’s Pay Anywhere functionality, which enables seamless use of Zip anywhere Visa is accepted, thereby expanding customer convenience and reach. The integrated media rollout spans multiple platforms including digital, social media channels such as TikTok, YouTube, and Meta, alongside cable and on-demand television, and out-of-home advertising, ensuring broad and diverse consumer engagement. "Pay How You Want" reinforces Zip’s position as a forward-thinking digital financial services provider, empowering customers to navigate their financial journeys with confidence, adaptability, and personalized choice.

Credits

Client

Zip

Agency

Malka Media

Campaign Proposition

The "Pay How You Want" campaign positions Zip as a flexible, user-centered financial solution that empowers consumers to manage their spending on their own terms, moving away from traditional credit models. Central to this proposition is the Zip Pay in 4 product, enabling customers to split purchases into four installments, thus offering greater control and financial agility. By highlighting these features alongside Zip’s broader “Pay Anywhere” capability, the campaign emphasizes convenience and adaptability as core brand values. Strategically, the campaign leverages the credibility and multifaceted identity of Kelsey Plum—a two-time WNBA champion and entrepreneur—to resonate with an audience that values autonomy and balanced lifestyles. The creative angle of following Plum through an iconic pre-game tunnel walk illustrates the alignment between personal ambition and financial empowerment, appealing to consumers who view budgeting not just as a necessity but as a means to pursue opportunities and passions freely. Targeting digitally savvy markets across Australia, New Zealand, and the United States, the campaign uses an integrated media approach spanning digital, social, cable, and out-of-home platforms to reach a broad demographic interested in innovative financial tools. Additionally, emphasizing female empowerment both on-screen and behind the scenes enhances authenticity and aligns with contemporary cultural values, further strengthening emotional engagement. Overall, the campaign seeks to connect with consumers who prioritize flexibility, control, and empowerment in their financial decisions, positioning Zip as a contemporary alternative to traditional credit products that supports a dynamic and self-directed lifestyle.

Creative Device

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign fits FORMAT#8 because it prominently features Kelsey Plum, a well-known WNBA star and entrepreneur, to embody the brand's promise and connect directly with the audience. The ad centers on Plum’s iconic tunnel walk, linking her multifaceted, empowered persona with Zip’s flexible financial tools. While Plum references how Zip fits her lifestyle and narrates the benefits, the emphasis is on her celebrity status adding credibility, aspiration, and recall value for Zip’s message, rather than a story-driven plot or a demo. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

Competitive Planks

Afterpay – Market Positioning Afterpay positions itself as a leading buy-now-pay-later (BNPL) service championing simplicity and transparency. It targets younger consumers seeking interest-free installment payments to manage everyday purchases with no hidden fees. Afterpay emphasizes seamless integration with retailers and a strong user experience, promoting responsible spending without traditional credit risks. Its extensive merchant network and commitment to social responsibility differentiate it in the evolving digital finance landscape.

Klarna – Market Positioning Klarna distinguishes itself as a comprehensive fintech platform combining BNPL solutions with personalized shopping experiences. It positions as a customer-centric service offering flexible payment options, including pay later and financing, integrated with enhanced shopping tools like wishlists and price drop notifications. Klarna’s sleek app design and global merchant partnerships focus on making payments effortless and empowering consumers to shop with confidence and control.

Affirm – Market Positioning Affirm focuses on transparent, no-hidden-fee installment loans targeting higher-value purchases. It differentiates by offering flexible repayment plans with clear terms, often financing larger items where traditional credit is less accessible. Affirm appeals to consumers seeking trustworthy and straightforward credit alternatives, emphasizing financial wellness and eliminating compounding interest. Its partnerships with major retailers and data-driven underwriting enhance accessibility and user trust in the U.S. market.

Sezzle – Market Positioning Sezzle positions as an ethical BNPL provider emphasizing financial inclusivity and responsible spending for younger demographics. It offers interest-free installment payments with innovative features like rescheduling payments and no impact on credit scores. Sezzle’s brand tone is approachable and socially conscious, appealing to Millennials and Gen Z shoppers seeking budget-friendly options alongside a transparent, easy-to-use platform.

PayPal Credit – Market Positioning PayPal Credit leverages its global digital payment ecosystem to offer a trusted, flexible credit line for online purchases. It differentiates through integration with PayPal’s extensive merchant base and familiar user experience, targeting customers who prefer revolving credit options with promotional financing offers. The brand emphasizes convenience, buyer protection, and secure transactions, positioning itself as a seamless extension of PayPal’s ubiquitous payment services.