How Zip made a boring feature fun

Context

Buy-Now-Pay-Later brand Zip needed to grow their brand awareness and to get Millennials to see their latest product, Tap & Zip, as an easy way pay everywhere, everyday – grabbing a coffee, filling up at the pump, or picking up the groceries.

Objectives

• Rapidly grow brand awareness
• Get millennials to understand that Zip's latest product, Tap & Zip, is an easy way to pay for items everywhere, every day

Strategy

The campaign adapted the 90s track "Can You Kick It" with a lyrical call-and-response of ‘Can I Zip It?’, and ‘Yes You Can!’, repeated across a variety of different payment scenarios. The aim was to clearly and memorably communicate that Tap & Zip can be used to pay for a wide range of items everywhere, every day - across as many channels as possible.

To demonstrate this, the brand engaged six of Australia’s most vibrant and socially active personalities, who together were perfect for demonstrating the breadth of items Australians can buy using Tap & Zip. The talent included international tennis star Nick Kyrgios (who used Tap & Zip in our campaign to pay for sporting goods).

TikTok was used initially with impactful formats to kickstart the campaign, followed by Instagram Reels focusing on music. Working with influencers helped generate high engagement and organic reach. Additionally, radio and online audio complemented paid advertising efforts. The campaign expanded to include online videos and Out-of-Home (OOH) advertising like billboards and transit ads to increase brand awareness. The timing of the campaign was carefully planned for maximum impact, with TikTok and Reels being emphasized in the initial phase followed by a gradual increase in other channels over time.

Results

Overall, brand awareness grew 6ppts to 77%, outperforming their main competitor. But the killer results came in-channel: the campaign generated a 42% search uplift on YouTube, and a 21% brand lift on TikTok (against a category-benchmark of 5%).