Australian Pay On Demand fintech Beforepay has launched its first-ever brand campaign: ‘Your pay at your command’.
“Beforepay exists to meet a gap in the market where Australians are seeking flexibility and control to access the pay they’ve earned on their terms. As pioneers of the Pay On Demand category, it’s important that we set the tone for the industry in which we operate and rewire the way people think about accessing their pay,” said Chris Richardson, Chief Marketing Officer at Beforepay.
The campaign comprises a series of bold, tongue-in-cheek TVCs, radio and out-of-home advertisements, that will be rolled out across the country.
The TVCs feature everyday Australians meeting their future selves who remind them that they’re in charge, driving home the message that they have control over how they manage their finances. The TVC’s hero placement will be during Channel 7’s broadcast of the Tokyo Olympics, as well as featuring in online video formats including catch-up TV and Beforepay’s social media platforms.
Beforepay has also signed various sponsorship and partnership deals, including with popular comedy duo Hamish & Andy, and TV networks Foxtel and Kayo Sports to expand the reach of its content.
The “Your pay at your command” campaign follows the launch of Beforepay’s new brand strategy and visual identity, calling on Australian’s to take charge of their own financial realities and set their own financial rhythms. The bold visuals, packed with personality, feature an elevated ‘B’ logo mark reflecting the brand’s optimistic and uplifting energy.
“At Beforepay we’re really proud of the growth we’ve achieved so far. This is testament to our team’s commitment to building a deep understanding of our customers, and the role that we can meaningfully play in helping to manage their day to day finances. Our bold rebrand and thought-provoking campaign will fuel the next stage of Beforepay’s growth and allow us to continue building awareness around our mission to empower Australians to take control,” Richardson added.
Beforepay’s rebrand was led by DesignStudio, and its new brand campaign was conceptualised in partnership with creative agency The Zoo Republic and media agency iProspect.
Chris Richardson, Chief Marketing Officer
Erica Price, Marketing Manager
Tyler Stewart, Digital Acquisition Manager
Ramil Rama, Design Lead
Amelie Huet, Senior Visual Designer
James Duru, Creative Director, APAC
George Adams, Design Director
Jared McDowell, Senior Designer
Collette Duong, Designer
Hayley Cumming, Designer
David Storey, Partner, APAC
Hatty Middleton, Senior Client Manager
Samantha Page, Strategist
Liam Hill, Copywriter
The Zoo Republic
Edward Nethery, Creative Director
Ian Foulds, Strategy Director
Edbert Wahjudi, Art Director
Stephanie Srour, Senior Designer
Andy Dobell-Brown, Finished Artist
Claire Bezuidenhout, Account Service Director
Lucy Tucker, Senior Account Director
Scott Seymour, Senior Account Manager
Dylan Harrison, Director
Ben Jones, Offline Editor
Post Production, White Chocolate
Sam Bremner, Client Partner
Nicola Barnes, Group investment Director
Tania Virkel, Media Strategy Director
Farrah Ly, Client Executive
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