According to the brand, the campaign — which is currently running on TV and social media — has resonated well with South Africans on social media.
Livio Tronchin, executive creative director of Derrick, says, "The campaign depicts two characters in situations where the stakes are high for one of the characters, should their time requirements not be met, while the other character exercises their right to operate on South African time and do things 'just now'."
The agency was challenged to develop a new strategic direction for the brand that positioned it as being relevant within the local context.
"We South Africans have a unique perspective on time and this lies at the heart of the PayJustNow brand," says Tronchin. "It makes understanding its unique payment solution so simple, and easy to relate to, as South Africans."
According to BNPL, PayJustNow allows shoppers to ease the burden of debt by allowing them to split their purchase over three equal monthly payments, interest-free.
"It's a simple proposition, founded in 'South African-ness' that's been cleverly amplified by the advertising,' concludes Carla White, marketing executive of PayJustNow.
For more information, visit
www.derrick.agency. You can also follow Derrick on
Instagram.