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‘This educational approach is the right one’: Zelle’s Pay it Safe campaign tackles a tough discussion around scams

  • Zelle’s Payback ad campaign focuses on teaching consumers about scammers and fraud attempts with P2P payments.
  • Zelle’s vp of marketing and brand strategy, Melissa Lowry spoke at Tearsheet’s Acquire Conference about consumer education on safe P2P payments.
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‘This educational approach is the right one’: Zelle’s Pay it Safe campaign tackles a tough discussion around scams

It is rare to see an ad campaign depart from typical formulas of positive consumer messaging when it comes to selling a product. Payments company Zelle stepped outside its comfort zone with its Pay it Safe – Payback ad. The ad highlights potential scamming threats when it comes to P2P payments. 

“We approached it in a couple of ways to try to get over the hesitation and fear of ‘will we actually end up scaring people off?’ And data was really the key to that,” said Melissa Lowry, Zelle’s vice president of marketing and brand strategy, speaking at Tearsheet’s 2021 Acquire Conference.

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“We looked at our creative platform and thought about how we can communicate this message in a way that isn’t scary, that educates clearly, but hopefully entertains as well. So you really connect with the characters and feel good about what you’re learning.”


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