Afterpay Launches New Brand Campaign ‘Afterpay Where You Wouldn’t Believe’ In First Work from BMF

Australian founded, global finance and payments innovator Afterpay has launched a new brand campaign, ‘Afterpay where you wouldn’t believe’, enlisting the help of a unique spokesperson; a troll and his toll business.

The troll, a passionate Afterpay merchant who loves telling his customers about all the places they can use Afterpay where they wouldn’t believe, explains just how easy it is to use Afterpay in-store with the Afterpay Card.

This is the first campaign created by BMF for Afterpay: building awareness of the new places and ways, (in-store with the Afterpay Card), people can Afterpay, including at the optometrist, dentist and hardware stores, to buying tickets to concerts, sports games and experiences such as hot air ballooning, and much more.

Andrew Balint, vice president of marketing ANZ, said, “Afterpay is a global category founder and leader. We were born of the notion that there must be a fairer and better way to pay. This is why millions of Aussies continue to trust and choose Afterpay at checkout. The launch of ‘Afterpay where you wouldn’t believe’, builds on our market- leading position in the buy now pay later category and brings to life all the varied, amazing, and sometimes even surprising places you can Afterpay, in a fresh, bold and uplifting way.”

Harry Stanford, associate creative director at BMF, said, “We know Aussies love the feeling of financial freedom, whether it's being able to pay for a necessary dental treatment without missing out, or being able to buy tickets to Harry Styles. Afterpay has always been a bold and distinct brand, which is why we created an iconically unique Aussie character to spread the word."