Shop Smart

Campaign for Latitude Pay Team

As Latitude’s Creative Director and copywriter on this 2024 project, I helped drive spend and sign-ups by keeping our Interest Free cards front-of-wallet during the peak retail season, Black Friday, Cyber Monday and Christmas.

The challenge

Afterpay. Zip. Klarna. The payments space was noisy, and shoppers were counting every dollar. Our challenge was to make Latitude Gem Visa the preferred partner during a cost-of-living crunch. With a lean budget, the idea had to work everywhere: from awareness right up to consideration.

Strategy

Our strategy started with a simple truth: BNPL gives you flexibility, but only Latitude Gem Visa gives you more time to pay with 0% Interest for 6 months at hundreds of your favourite brands. From this, we built the Shop Smart platform, using bold 3D visuals to hero the wide range of things you can buy interest-free — in a way that was fun, distinctive and instantly understandable. The campaign ran across owned channels and Meta, the Google Display Network and BVOD on Australia’s biggest streaming platforms.

Impact

The campaign helped the Latitude Pay division reach its ambitious end-of-year goals, contributing to 200,000+ new accounts and a 300% lift in engagement with our paid media ads.