As Gen Z and Gen Alpha consumers face a deluge of ads on platforms like TikTok and Instagram, many brands struggle to stand out. CGI offers a way to cut through the clutter with visually stunning, imaginative content that blends the real with the magical, says PayJustNow. 

The PayJustNow ad features both surprising and familiar visuals designed to resonate with South Africa's diverse audience. Using the iconic 'broken bridge' in Cape Town as a backdrop, the CGI transforms this landmark into a showcase of oversized shopping bags, filled with brands loved by South Africans, says the service. 

"CGI allows us to showcase every merchant and every product in a single piece of content," says Chae Francis, Co-Founder of Ace Labs, the agency responsible for creating the campaign. "It's dynamic, shareable and creates engaging, memorable experiences. Consumers feel something when they see this ad. This, in turn, fosters trust and a deeper connection between the end user and PayJustNow."

Daniel Hawkins, Chief Marketing Officer at PayJustNow, says, "From Crocs to Levi's and even refrigerators, our mission is to become a shopping destination that's as exciting as it is versatile. BNPL empowers South Africans with greater access to the products they want and need. By completing the broken bridge, we're bridging the gap between what South Africans can afford at any given time, with all the items they have on their wish lists, giving them a tool to secure deals now, that they can pay off 'just now,' interest-free."

One of the key insights driving the campaign is that South African consumers often underestimate the diversity of products available through PayJustNow. Hawkins says that for the Gen Z consumer, having the ability to choose is a big draw card. 

"This shopper doesn't like being told what product or brand to purchase, but rather being offered an opportunity to decide for themselves and discover something that resonates with them. This campaign achieves exactly that," says Hawkins. "These customers are the decision-makers of tomorrow. By fostering trust and delivering diversity now, we're building a foundation for long-term loyalty."

In five days, the campaign has achieved over 4.2 million impressions and an industry-leading Brand Sentiment Score. "The results are testament to PayJustNow's long-term commitment to community engagement. By listening and responding to their audience across multiple platforms, PayJustNow has established both brand love and salience in the market," says Francis. 

"We're about both big brands and small retailers," says Hawkins. "We enable small businesses to reach a wider market while empowering consumers to access exclusive products they may not have been able to before. For consumers that like to shop with big brands, our option lets them fill their baskets in a more affordable way."

"We're investing to become a destination for consumers to explore the widest range of products," adds Hawkins. "By democratising access to this range of preferences, our platform will be a shopping destination built on trust and community."

Francis adds that no other financial services provider in South Africa has embraced CGI at this scale, "It's a bold step for the fintech and e-commerce space."

PayJustNow concludes that the 'All the Things' campaign will span major shopping events like Black Friday, Christmas, Back to School and Easter. 

Individuals are encouraged to view the ad here. 

For more information, visit www.payjustnow.com. You can also follow PayJustNow on Facebook, X, or on Instagram. 

*Image courtesy of contributor