That’s 0% interest
A credit card campaign about being ignored, built to stop the scroll and scale fast.
Enter the world- Client
- Zable
- My role
- Creative direction, design & animation
- What I did
- Campaign idea, Creative direction, Design, Animation, Website
- Status
- Pitch
Nobody wakes up excited about a balance transfer. But everybody knows how it feels to be ignored.
So that’s where I started: real moments you’ve lived through, with the same three words turning round at the end to do the selling.
The job
Zable’s moving into a bolder challenger phase and needs paid social that scales fast. This has to win customers for the Balance Transfer Credit Card and make financial progress feel within reach.
That’s why it’s made for the feed first, and built on moments people already know.
The hero ad
Designed to stop the scroll and plant the line. The handmade clay is a creative direction no other card has, made to stand out in the feed.
Variation one: the bigger card
The hero leads with the line. This one leads with the product. Tests whether showing the card big wins more customers than the big 0%.
Variation two: someone wanders in
Same ad, one uninvited guest. Tests whether a little humour stops more thumbs without losing the message.
Then it moves
Movement earns a second look in the feed. The bird static tests motion against the same ad standing still, and the piggy bank asks whether a product story beats the jokes with the sound off.
Then it tells stories
Each film tests a different kind of being ignored, with the same voice, tune and end card.
Seen
You send the voice note, then watch six people see it... Then ignore you! This tests the social snub.
Nan’s Forehead
You sing the whole song to her forehead, and she’s talking to the dog. Tests whether a warmer, family snub sells better.
Unexpected Item
Waving at the self-checkout assistant while they help someone else. Every shopper knows it. The duck tests how absurd we can go.
0 Comments
You really tried with the new photo, and only your mum replies: “Who’s this?” Tests the vanity snub.
If it works, it scales
Any moment of being ignored drops into the same script, voice, clay and end frame, so new scenarios take days. Eligibility checks and acquisition cost pick the winners, and the winners get more scenarios.
Then I put the whole thing in a world.
A clay town you scroll through from day into night, with the ads standing in the fields, a mini activation you win by not caring and 13 daft things hidden along the way.
Enter the world