CBA enters BNPL contest with Step Pay campaign via M&C Saatchi
The Commonwealth Bank of Australia (CBA) has become the first of the Big Four banks to launch a Buy Now Pay Later (BNPL) campaign for its BNPL product, Step Pay, via M&C Saatchi.
The campaign titled ‘Buy now, pay later’, which prominently features the yellow from CBA’s logo, promotes Step Pay’s ability to pay in four interest-free payments.
The 15-second spot of the campaign sees various people treating themselves to purchases such as shoes, makeup and workout sessions by using Step Pay.
CBA’s general manager, consumer marketing, John Arnott, said: “With increased interest and use in BNPL as a leading payment option, the Step Pay campaign brings to life the various ways Australians can use BNPL for everyday spending and bigger purchases whether in store, on your laptop or through your phone.
“With Step Pay offering greater accessibility and simplicity of use, the campaign highlights Step Pay can be used anywhere.”
M&C Saatchi executive creative director, Mandie van der Merwe, commented: “StepPay is an innovative product and this is a fun demonstration of how it actually works. It’s an energetic piece, driven largely by some outstanding Aussie musicians. Confidence Man and Sycco’s reimagining of ‘! (Retrotech Adjustment)’ is really exciting and will hopefully get people tapping their feet as much as we were.”
The campaign will be on TV, out-of-home, radio and digital.
Other recent work by M&C Saatchi includes campaigns for TAB, Woolworths and BWS.
The other BNPL products that have launched campaigns in Australia include Afterpay, featuring Rebel Wilson, Beforepay and Zip, featuring Nick Kyrgios.
Credits
CBA
Monique Macleod – Group Executive, Marketing & Corporate Affairs
John Arnott – General Manager, Consumer Marketing
Tom Richards – Executive Manager, Consumer Marketing Advertising
Stephen Ly – Marketing Manager, Consumer Marketing Advertising
Di Everett – General Manager, Brand and Social
James Peereboom – Executive Manager, Brand Communications
Caroline Millar – Senior Marketing Manager, Brand Communications
Creative: M&C Saatchi
Production Company: Clockwork Films
Director: Lester Jones
Music Supervision: Level Two
Sound: SongZu
Media: AKQA Media
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topics
CBA
CommBank
Commonwealth Bank of Australia
John Arnott
M&C Saatchi
Mandie van der Merwe
Step Pay
