Step Change
Problem: Despite 1 in 6 using ‘Buy Now Pay Later’, most young adults don’t understand the serious risk involved.
Insight: Keeping up with fast fashion and the ‘fear of missing out’ drives people to spend irresponsibly.
Solution: By contrasting fashion advertising with the consequences of overspending, we’ll show people that they should be glad they’re missing out.
Creative Partner: Conrad Jones
Out of Home
Posters will also be strategically placed at unmanned parcel collection points, Post Offices and courier depots, to catch our audience when they are picking up and returning online shopping.
Magazine Takeover
Appearing like typical fashion spreads, advertorial features in popular magazines will highlight the ‘real cost of debt’.
*Concept created for my university passion project in May 2021. Not to be confused with the fantastic Women’s Aid campaign that ran as of September 2021 - talk about how great minds think alike!
Social Media
Playing with the typical layout of Instagram Shop, we’ll show shoppers the real cost of debt, along with tips some to beat the BNPL urges.
Direct Mail
Fake ‘final notice’ letters with the familiar Klarna colour and font will be posted to addresses labelled as student halls.
Inside will be information to spread awareness of the issue and provide smart spending tips to those most commonly using BNPL.
