Beforepay Rebrands And Launches First-Ever Brand Campaign Via DesignStudio, The Zoo Republic And iProspect

Beforepay Rebrands And Launches First-Ever Brand Campaign Via DesignStudio, The Zoo Republic And iProspect
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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.

Credits:

Beforepay

Chris Richardson, Chief Marketing Officer

Erica Price, Marketing Manager

Tyler Stewart, Digital Acquisition Manager

Ramil Rama, Design Lead

Amelie Huet, Senior Visual Designer

 

Design Studio

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

 

Ape Productions

Dylan Harrison, Director

Ben Jones, Offline Editor

Post Production, White Chocolate

 

iProspect

Sam Bremner, Client Partner

Nicola Barnes, Group investment Director

Tania Virkel, Media Strategy Director

Farrah Ly, Client Executive

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