OVAL gives GenZ a wake-up call in its latest video campaign for the FPS Economy.
"Pay later? Take it easy. But it can slap you in the face."
The FPS Economy commissioned OVAL (formerly "The Oval Office") to develop an awareness and prevention campaign for young consumers about the over-indebtedness risks associated with online consumption and late payments.
The ultimate goal is to encourage young consumers to change their purchasing behaviour and develop a certain distrust of BNPL (Buy Now, Pay Later) providers. "It's cool to get what I want immediately without having to make an effort" is all too often the motto of young people.
Concept
The strategic hook that the OVAL creative team drew on was to make the concept of 'debt' more tangible for young people by putting the idea of 'have first, pay later' into absurd (but recognisable) situations.
The OVAL team designed a video concept that speaks directly to young people without moralising. It is in fact about sensitisation, not condemnation. The tone is adapted to their digital world: light and humorous. The video offers them - with a wink - a return to reality so that they can make better choices for their future. The video was developed entirely with AI - a first for OVAL.
The campaign will be launched on Monday 5 May and can be seen on YouTube, TikTok, Instagram, Snapchat and via the streaming platforms RTLXL and VTMGO.
Credits
- Client: FOD Economie
- Client contact: Inès Zegbe Motay (Account manager)
- Creative director: Seb Van Reet
- Strategy: Marijke Dubois, Egon Buyck
- Client director: Line Reynaert
- Account team: Eva Verhofstadt, Janne Roelen
- Design: Leny Moerkens, Zoë Le Page
- Video & photo production: Frank De Wulf
- Media: Biggie