Buy now, pay later online shopping destination, Gimmie has continued its mission to shake up the finance and pay later industry through a newly launched brand campaign and positioning.
The new direction, “It’s how we buy now” echoes buyers’ growing interests in BNPL services to purchase higher-value items for the house, while also reflecting Gimmie’s commitment to giving people a fairer, more transparent option to get life’s big buys.
Gimmie head of marketing, Brendon Harrington, said: “Gimmie’s specifically designed for customers who need a safe and responsible way to get those larger purchases and want flexibility to pay them off. Instead of requiring payments to be made over a few short weeks, Gimmie gives people the option to pay over one or two years, the way they get paid – weekly, fortnightly or monthly.”
Leading with a levity-laden TVC, the campaign focuses on the feeling of supreme buying confidence that comes from shopping with Gimmie and the resulting side effects – only slightly exaggerated in this case.
“For a relatively young sector, BNPL is already such a crowded place for a brand to carve out its own space. Gimmie’s offering is disrupting the market and knowing the Gimmie team wanted to do the same from a comms perspective is the best kind of brief for Rumble – it’s been awesome working with them to create a brand and personality that will turn heads”, said Bec McCall, Rumble creative director.
Launched on October 15, the campaign is a collaboration between the Rumbletown group of agencies with Scout handling media, Aruga steering PR, social and content, and Romeo taking care of digital.
