Marketing Featured Southeast Asia

Fintech Pace transports Singaporeans back to golden age of advertising in new campaign

Singapore – Pace, the fintech solutions company based in Singapore that allows customers to use BNPL service, has launched its latest campaign, transporting Singaporeans back to Technicolor 1980s.

Titled ‘I Got This’, which was created in collaboration with sole proprietor STUDIO AUTOMATIKA on the creatives, the campaign aims to bring shoppers back to an era that heralded the start of a fashion-conscious generation when pop culture and technology intertwined with everyday life.

Through this, Pace will be releasing a series of video shorts, shot with the era’s distinctive VHS effect which can be viewed on social media and Pace’s YouTube page. It will also be running across OOH in order for commuters to spot the campaign’s distinctive retro-futuristic decals on platform doors at Harbourfront station, and a fleet of double-decker buses wrapped with imagery reminiscent of classic shopping advertisements from the period.

Moreover, the campaign has started roaming island-wide to showcase Pace’s value proposition.

Daren Goh, Pace’s head of growth, shared that they took inspiration from the golden age of 1980’s advertising to show everyone their inner ‘I Got This’ element.

“This series of OOH, online and social media activations are aimed at letting people know how it feels to finally be able to grab what they want now and pay for it later with Pace,” said Goh.

Kristal Melson, STUDIO AUTOMATIKA’s creative director, believes that living in an increasingly homogenous world where people are more inclined to ‘keep up with the Joneses’, purchases that speak to their individual expressions and sense of self become less of a priority.

“When thinking of the creative concept for Pace on this campaign, we wanted to borrow the energy and nostalgia of the 1980s and find a spirited, exciting way to say ‘stuff it!’ to keep our desires at bay, to be daring and go forth and buy things that speak more to us as individuals,” said Melson.