Fintech Beforepay launches first brand campaign via Zoo Republic

Pay on demand fintech platform Beforepay has launched its inaugural brand campaign, centred around the positioning statement ‘Your pay at your command’.

Beforepay launched in Australia in 2019, and worked with creative agency The Zoo Republic on the campaign, which features a series of “feel-good”, tongue-in-cheek TVCs.

The campaign aims to show Australians how they can break free from their pay cycles, with taking control of finances a core message. This is shown through spots where Beforepay users meet future versions of themselves, who advise them to harness the power of Beforepay.

Beforepay chief marketing officer, Chris Richardson, told Mumbrella: The purpose of our Your pay at your command campaign is two-fold: first, to introduce Australians to a new way of accessing their pay, and second, to demonstrate the role of Beforepay in giving Australians the confidence to take control of their finances.

“In our creative, the audience follows two everyday Australians as they are guided through the journey of discovering Beforepay. At the heart of our product is the differentiating point of view that Australians can be trusted to set their own financial beat rather than be dictated by rigid pay cycles.

“Our creative is purposely set in a non-retail environment to demonstrate the versatility of our product to meet any customer use case.”

The campaign is rolling out across TV, radio and out-of-home, with the hero TVCs set to be placed during Seven’s live broadcast of the Tokyo 2020 Olympics, as well as throughout catch-up TV and online video formats.

The ‘Your pay at your command’ positioning has launched off the back of Beforepay’s recent rebrand, where it unveiled a refreshed logo and a new visual identity.

The rebrand was led by DesignStudio, who worked with creative agency The Zoo Republic and Dentsu media agency iProspect on the brand campaign.

Rirchardson told Mumbrella it was clear from the first meeting with The Zoo Republic that they were “fully aligned” with Beforepay’s mission “to rewire how Australians think about accessing their pay.”

“The whole team at Zoo Republic have acted as a true extension of our Beforepay team and they have collaborated really well with our other agency partners including iProspect, who led the media buying for the ‘Your pay at your command campaign’, and DesignStudio responsible for our recent rebrand.

“We’re really pleased with all of the work produced and have had great fun pulling it together.

Richardson added that the rebrand and campaign will fuel the next stage of Beforepay’s growth. “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.”


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

Creative: 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

Production: Ape Productions
Dylan Harrison, Director
Ben Jones, Offline Editor
Post Production, White Chocolate

Media: iProspect
Sam Bremner, Client Partner
Nicola Barnes, Group investment Director
Tania Virkel, Media Strategy Director
Farrah Ly, Client Executive


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