Created by Keep Left, the campaign aims to differentiate Openpay from other BNPL services.
Buy now, pay later provider Openpay has launched a new brand campaign in Australia.
‘Smarter payments for grown up purchases’ has launched with a multi-faceted campaign that will run across social, streaming, PR and influencers throughout October and November.
The campaign aims to differentiate Openpay from other BNPL services by showing how Openpay can help consumers finance their needs, as well as their wants.
Openpay provides a smarter payment solution to help people manage their cashflow and ultimately, ‘do life’ better.
The campaign will run across Facebook, Instagram and Spotify and introduce consumers to Openpay’s Buy Now, Pay Smarter proposition through a series of ads demonstrating that what you dreamed of as a kid, isn’t necessarily the reality of life as an adult - whether it’s getting your car serviced, an unexpected vet bill or a new washing machine for your first home.
Openpay partners with over 2,000 merchants and growing across a diverse range of industries including dental, veterinary, automotive, home and garden, sport memberships, and education as well as consumer fashion and lifestyle.
“We’re on a mission to change the way people pay, for the better," says Openpay chief marketing officer Georgina Whalley.
"Our unique focus on helping consumers pay for the things they need and want across all aspects of their life, is something we want to shout about. This witty campaign marks the beginning of that narrative with consumers, and we couldn’t be more excited.”
Openpay also offers consumers longer and more flexible payment terms with transparent fees and zero interest.
Plans from two to 24 months can be paid back in weekly or fortnightly instalments.
Keep Left creative director Blair Kimber says Openpay’s brand personality lent itself well to a light-hearted campaign that revealed in adulthood’s mundane glory.
“Being an adult can suck at times," says Kimber.
"We wanted to lean into these everyday life-moments and show how Openpay can make help you find satisfaction and joy in those grown-up purchases.”
This is Keep Left’s first campaign for Openpay after being appointed as creative partner and PR agency of record in Australia, following an extensive pitch process.
Credits
Creative & PR: Keep Left
Media: Atomic 212
Creative
Creative Director: Blair Kimber
Art Director: Helen Neville
Copywriter: Ruby Gill
Digital Design: Giorgia Fichera
Design: Maddi Sheehan
Client Services Director: Jessica Williams
Media
Performance Director: Taylor Suen
Paid Social Media Manager: Elise Pektuzun
Performance Executive: Evan Elphanus
PR & influencer
Group Account Director: Mandy Caplan
Digital Account Manager: Bronte Howard
Account Manager: Melanie Campbell
