The payment technology company today launches its biggest ever cross-channel marketing campaign in partnership with dmg media
Zilch has taken over all of the advertising space in today’s print edition of Metro, aiming to flip convention on its head and give the UK an ad-break.
Each Metro ad is completely wordless, and simply consists of a block of Zilch’s green brand colour with a small QR code in the right-hand corner. It’s the first time that Metro has run a takeover where the brand has removed all ads across the whole edition.
The aim of the green campaign is to encourage consumers to pause and make a more considered decision about what they choose to spend their money on.
As well as appearing in Metro, the ads will run across out-of-home and the MailOnline website, with support from digital out-of-home and social. A TV ad will also see an entire three minute ITV ad break run as a green square with elevator-inspired music for the full duration.
The ads are part of a wider brand campaign called ‘Get the credit you deserve’, which aims to raise awareness of Zilch and encourage consumers to spend differently, rather than always using credit and debit cards.
The payments app aims to combine the best of credit, debit and savings, allowing consumers to pay online and in-store, with either reward-earning debit or zero-interest credit, as well as personalised deals and discounts.
Philip Belamant, CEO and co-founder of Zilch, commented: “Our vision at Zilch is to eliminate the cost of consumer credit – for good. If we are going to break the stronghold of credit cards and other high-cost credit lending products, then we’re going to need to help speak the unspoken. We’re delighted to launch our Get The Credit You Deserve campaign with an activation that will grab readers’ attention.”
Louise Rogers, head of media at dmg Ventures, added: “We are thrilled to be able to help facilitate this campaign with our media for equity programme. Zilch has used a takeover of our platforms to deliver its message with originality and the overall campaign differentiates Zilch’s brand in a really refreshing way. Our media brands alone have contributed a reach of 13.4 million (18-54 adults) and we’re excited to see the results!”