With PayBright, breaking up isn’t hard to do

Who: PayBright and Round, with Rebel Media Corporation and Rachel Collier PR.

What: “Break up the cost,” the company’s first major consumer marketing effort.

When & Where: The campaign broke on Sept. 14 and includes digital advertising and PR. There is also an influencer component targeting millennial and Gen-Z audiences with personalities including Amazing Race Canada season four winner Kristin McKenzie.

Why: The campaign comes as PayBright, which enables consumers to pay off purchases ranging from coats to couches in interest-free instalments, continues to grow. The company claims more than 6,500 domestic and international relationships, including Sephora, Steve Madden, Dynamite, Garage, Wayfair, Samsung, and Endy.

PayBright says that merchants offering its payment system have seen their website traffic increase between 10%-25%, as well as more than 30% growth in annual order value and a 25% increase in conversions.

The popularity of buy now pay later (BNPL) services has grown during the pandemic, with money tighter and retailers looking for ways to entice consumers to shop.

According to a recent report in The Wall Street Journal, payments is now among the “most vibrant” corners of the fintech world, “attracting billions of dollars in venture capital and triggering a rear-guard action among banks worried that a permanent shift in consumer behavior is under way.”

McKinsey & Co. has valued the global payments industry at $US1.9 trillion, with the Journal noting that revenue for companies like PayBright, Afterpay and Splitit Payments, while tiny compared to established giants like Visa, Mastercard and American Express, is growing fast.

How: The campaign features a visually succinct overview of how the PayBright service works. Built around the phrase “buy this, pay like this,” ads show items ranging from coats to couches being divided into smaller pieces that represent the number of payments consumers will have to make to pay them off in instalments. (Just a thought: Does that make every couch purchased using PayBright a sectional?)

Round’s founding partner and managing director Mike Davidson says that the campaign is intended to highlight the simplicity of the brand’s promise of “breaking up consumer costs into manageable pieces.”

And we quote: “Canadians are actively working to avoid paying higher interest rates or extra fees for credit cards and other payment methods. ‘Break up the cost’ options at low- to no-interest offer consumers increased financial flexibility, especially at a time when they may need it the most.” — Wayne Pommen, PayBright president and CEO

Chris Powell