E-commerce funding platform Wayflyer has launched an advertising campaign with a commercial targeting core markets in Ireland, Australia, the US and Britain, live on LinkedIn, YouTube and Meta.
It’s the first brand campaign from the Dublin-based company, which says that since inception its platform has provided than €1 billion to more than 1,500 client businesses. Last year, says Wayflyer, “customers generated over $13 billion in sales”.
The campaign, ‘Funding a Better Way’, follows the appointment of Emer McCarthy as head of brand. McCarthy was previously head of advertising and brand at Paddy Power and Betfair, and she oversaw production of the campaign alongside creative agency Lucky Generals.
McCarthy said: “Now more than ever we wanted to celebrate our e-commerce founders’ innate ability to manage uncertainty and embrace the unpredictable. It’s their ‘upstart’ mentality that sets them apart from the rest of us.
"Today they’re facing a perfect storm of challenges, from supply chain disruption to inflation, and this campaign highlights how Wayflyer is a trusted partner, bringing fresh new thinking to the world of e-commerce. We’re funding a better way.”
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Lucky Generals chief operating officer Tom Howes added: “The e-commerce founders that Wayflyer funds are inspiring forces of nature, whipping up a storm as they reshape whole categories. We wanted to illustrate that message in an emotional way that clearly links back to the brand.
"Bringing Wayflyer's whirlwind logo to life and placing their customers at the heart of it was the perfect way to prove the brand is 'funding a better way'.”
Wayflyer specialises in providing funding to e-commerce businesses for working capital.
Alongside this, the platform offers market analytics, equipping clients with actionable insights to improve performance, says Wayflyer.
The Lucky Generals agency, with offices in London and New York, includes Amazon, OVO, Virgin Atlantic, The Co-op and Yorkshire Tea among its clients and has been nominated for an Emmy award. It engaged Biscuit Filmworks for the shoot, which was directed by Matilda Flynn.
