That’s 0% interest.

Nobody wakes up excited about a balance transfer. But everybody knows how it feels to be ignored. So that’s where I started: real moments you’ve lived through, with the same three words turning round at the end to do the selling.

The job

Zable’s moving into a bolder challenger phase and needs paid social that scales fast. This has to win customers for the Balance Transfer Credit Card and make financial progress feel within reach. That’s why it’s made for the feed first, and built on moments people already know.

The hero ad

Designed to stop the scroll and plant the line. The handmade clay is a creative direction no other card has, made to stand out in the feed.

Variation one: the bigger card

The hero leads with the line. This one leads with the product. Tests whether showing the card big wins more customers than the big 0%.

“0% interest. It’s better on a Zable credit card.” with a big card, in orange

Variation two: someone wanders in

Same ad, one uninvited guest. Tests whether a little humour stops more thumbs without losing the message. Orange against blue finds the stronger colour.

The orange variation with a clay white bird

The blue variation with a pigeon on a parcel

The animated versions

Movement earns a second look in the feed. The bird static tests motion against the same ad standing still. Nan’s Forehead tests whether a story and a voice hold people for longer.

Left on delivered

A billboard line, told as a film. The message goes unanswered for 14 weeks while Jess stays active, and the voice holds back until the joke has sunk in. Tests whether watching the wait works harder than telling the joke.

Step right up

A mini activation you win by not caring. Two rounds. Don’t click.

Seen

You send the voice note, then watch six people see it... Then ignore you! That’s 100% no interest. This tests the social snub.

Nan’s Forehead

You sing the whole song to her forehead, and she’s talking to the dog. Tests whether a warmer, family snub sells better.

Unexpected Item

Waving at the self-checkout assistant while they help someone else. Every shopper knows it. The duck tests how absurd we can go.

0 Comments

You really tried with the new photo, and only your mum replies: “Who’s this?” Tests the vanity snub.

If it works, it scales

Any moment of being ignored drops into the same script, voice, clay and end frame, so new scenarios take days. Eligibility checks and acquisition cost pick the winners, and the winners get more scenarios.