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Zilch: Have Your Cake And Eat It
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St Luke’s has created the first-ever TV ad campaign for fintech brand Zilch, a virtual payment card that allows people to buy now, pay later at thousands of retailers. St Luke’s were awarded the account without a pitch and the appointment represents Zilch’s first appointment of a creative agency of record.
St Luke’s devised the campaign to bring to life the joyful liberation you feel when you get your hands on something you want, without the nagging worry of having to pay interest on it later down the line. Zilch takes away any credit anxiety and allows you to experience the thrill of knowing that what you’ve bought is all yours. You can have your cake and eat it; in this case, literally. The ad features freestyle dancer Sharifa Tonkmor, who appeared on BBC Young Dancer, dancing for joy as she finally gets to wear a long-awaited pair of trainers. She is then seen getting her hands on the trainer - and taking a bite out of it, which is then revealed to be a cake, identical to the brand-new pair she’s wearing. A sense of euphoria takes over as she enjoys the delicious treat, representing how you’ll feel when you discover the benefits Zilch can bring to your life. She then discovers a trolley filled with items (also made of cake) appealing to the Gen Z audience: headphones, make up, games controller which, can all be bought with Zilch. A voiceover states: ‘So finally with Zilch you can truly have your cake and eat it’ with the message at the end encouraging downloads of the Zilch app to get stuck in.
Head of Account Management Lara Poole |
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