Backed by Big Banks, Payment Provider Zelle Breaks First Campaign
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Now that Zelle, big bank’s answer to Venmo, is here, it’s making its first marketing push this week. Backed by brands including JP Morgan Chase, Citibank and Bank of America, the peer-to-peer payment service launched earlier this year but is now embarking on an awareness campaign to spread the word. The Scottsdale, Arizona-based product, which is operated by Early Warning, worked with Brooklyn-based Huge on the new two-year effort.
Targeting consumers aged 18 to 54, the new campaign, “This Is How Money Moves,” includes music, rhyming, spoken word and lots of purple (a color that couldn’t be tied back to one specific bank). Quirky ads use rhyming couplets for phrases like, “Your friend has a different bank? No sweat, Zelle makes it easy to safely pay your debt,” and “Owe a friend? Quickly send.”
“Zelle is bigger than the sum of its parts, so we needed a narrative that sat above everything,” says Jeff Brooks, president of Huge.
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