• by Danielle Oster , Yesterday

Peer-to-peer payment platform Zelle is introducing a new campaign aimed at connecting the ability to send and receive payments instantly with emotional life moments.

“When It Counts,” launching Sept. 2, was created in collaboration with Pereira O'Dell, Zelle’s creative agency since 2019.

The 30-second ad “Here For You” positions the brand as “Here for you, so you can be there for them,” through scenes where the service is an important part of moments big and small, such as the purchase of a new vehicle, a small-business owner’s first sale, and a group dinner.

The campaign was launched during back-to-school season, the transition to fall, and the budget balancing of the lead-up to the holiday season, all times that amplify the value of the platform and its network of bank and credit union partners.

“With more than $1 trillion dollars sent last year and thousands of local banks and credit unions in our network, Zelle has become an essential and embedded tool that is helping Americans show up when it matters most,” said Andrea Gilman, CMO for Zelle parent company Early Warning Services, in a release. “‘When It Counts’ reflects how people rely on one another and shows how Zelle supports those meaningful moments, whether it is a big life event, an everyday gesture or splitting an essential living expense with a roommate.“

The campaign is running on platforms including streaming TV, online video, Meta, and YouTube. It’s also being amplified by the network of 2,300 banks and credit unions offering Zelle, extending the reach of the campaign in local channels across the country.