Afterpay, the global buy now pay later service, founded in Sydney in 2015 by then 25 year old Nick Molnar and neighbour, Anthony Eisen has launched its first brand campaign in Australia and New Zealand via Loyal Agency.
Set to the 2019 #1 global track, Dance Monkey by four-time ARIA award winner and fellow Aussie, Tones & I, the film is a nod to the company’s heritage where a new, forward-thinking way of budgeting and paying was born.
The 60 second brand film follows a female millennial through a bustling urban city that is going backwards (a symbol of revolving debt and traditional credit), and it is only once she purchases via the Afterpay app does she start to move forward. We follow her through the city where she comes across a fellow Afterpayer who is also moving forward, while the world around them continues to move backwards. By the end of her journey, more and more fellow commuters are moving forward as they become Afterpay customers, joining the movement.
Says Nick Molnar, co-founder and chief revenue officer, AfterPay: “I grew up in a generation that had a strong aversion to credit following the global downturn in 2008. Consumers wanted to use their own money to pay for things and were sceptical about credit cards having seen their parents or parents’ friends getting into trouble by being over extended. Afterpay was built on this notion.”
Molnar’s idea co-developed with Afterpay CEO Anthony Eisen was a triumphant one, with Afterpay building a global platform in only a few years, which today has over 6.6 million active customers, 42,500 retailers and operates in four geographies: Australia, New Zealand, the US and UK under the name of Clearpay.
However, it hasn’t been all smooth sailing according to Molnar: “When you’re forging the path for a successful pioneering category that disrupts the status quo, there is naturally going to be scepticism and misunderstanding about how the product works.”
To help educate a wider audience on how Afterpay works and what protections are in place to ensure customers are safe when using the platform, the brand film will be accompanied by a 30’’ customer testimonial campaign that will run across Fairfax, Broadcast Video on Demand across all major networks, YouTube, Facebook and Instagram, which highlights the key customer benefits (via real customers) and demonstrates why Afterpay consistently receives a Net Promoter Score of above 80.
The brand film will run on Broadcast Video on Demand, YouTube Facebook and Instagram and will launch in cinema on December 19 with the release of Star Wars. The campaign will run from today (December 11) into Q1 of 2020.
Agency: Loyal Creative
ECD: Paul Fenton
Head of Strategy: Joshua Hunt
Strategy: Emma Breislin
Art Director: Anna Short
Design Lead: Martin Luther
Executive Producer: Oliver Loveday
Producer: Ian Ford
Production Company: Skunk London
Director: Ben Strebel
DOP: Mattias Rudh
Producer: Toby Courlander
Sound: Squeak E Clean
Executive Creative Producer: Karla Henwood
Sound Designer: Mario Gabrieli
Music Artist: Tones and I
Agency: End of Work
Director Stef Smith
Production Company: Playtime
Post Production: The Editors
Sound Design: Sonar Sound
Co-Founder: Nick Molnar
Consumer Marketing Director: Ben Padfield
Campaign Marketing Manager: Mikaela Wagner
Social Media Manager: Isabelle Cassidy
Digital Content Producer: Annabel Shaw