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

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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

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Fully Young (TamGənc) - ABB (Azerbaijan International Bank) | Clapboard Ad Archive — archive collection thumbnail

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From - To - ING | Clapboard Ad Archive — archive collection thumbnail

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