Derrick creative agency

PORTFOLIO

BNPL. Now with a South African accent.

Strategy
Design
Creative Strategy
Out of Home
Film and Video

PORTFOLIO

BNPL. Now with a South African accent.

Strategy
Design
Creative Strategy
Out of Home
Film and Video

WHAT MATTERED

South Africa’s BNPL (Buy Now, Pay Later) category is intensely competitive, with multiple providers offering similar functionality and financial propositions. When we were tasked to launch the brand, most competitors spoke in generic global fintech language, missing an opportunity to connect culturally with local consumers.
“MOST BNPL SERVICES SPEAK FINANCE. WE SPOKE LIKE PEOPLE ACTUALLY DO.”

Livio Tronchin, ECD, Derrick

OUR SOLUTION

We built PJN around something unmistakably South African: the language we use every day. The idea of paying for something “just now” became the platform, tapping into a uniquely South African phrase that means much later.
Using South Africanisms as the brand’s tone and narrative device, we created a culturally rooted campaign that felt authentic, humorous and instantly relatable.
The idea was rolled out across an integrated ecosystem including TV, multiple in-store solutions, digital channels, and thumb-stopping content across YouTube, Meta and TikTok.

IMPACT

By embracing a distinctly local voice, PJN cut through a crowded fintech category and built strong cultural affinity with its audience. The campaign established a recognisable brand personality and positioned PJN as the BNPL platform that truly speaks South African.

PRESS

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