INTRODUCTION

I wanted to showcase my ability to transform quant-backed cultural insights into sharp, social-first creative strategy. To do this, I asked ChatGPT to provide a random Australian fintech company, and it gave me Beem It, a peer-to-peer payments app. Perfect.

This spec campaign isn't about fintech, it's about saving friendships by solving awkward moments through smart storytelling.

THE DATA

A deep dive into Australia's "mate debt":

• According to a Beem It survey, 68% of Australians have lent money that never got repaid, totalling $6.2 billion

• Same survey suggests that 1 in 5 Aussies feel too embarrassed or awkward to ask friends for repayment (compared to 40% of Americans according to LendingTree)

• Globally, 21% have lost friendships over unresolved debts (Bread Financial) and 46% of those who lent money regretted it (LendingTree)

• Among Gen Z Aussies, 75% prefer digital apps for peer-to-peer (P2P) transfers (Reserve Bank Australia)

"6.2 BILLION in Mate Debt"

We've made money transfers instant - but asking for money back still feels painfully awkward.

The real barrier isn't technology. It's the social cringe: embarrassment, ghosting, and simmering resentment.

Insight:

"It’s not the $22 you’re owed, it’s the awkwardness of asking".

The Opportunity:

Beem It already makes repayment technically easy. But the app needs to do more. It needs to rewrite the social script around "mate debt" to protect friendships.

Introducing:

CULTURAL TENSION (The Insight)

SPLIT IT WITHOUT THE DRAMA

CREATIVE DIRECTIONS

(3 Ad Formats Ideas for A/B Testing):

1. Embarrassment: "Stop Typing, Start Tapping"

• A friend nervously typing and deleting repayment request texts. Finally, she sends a humorous Beem It request with emojis. Instant relief.

"Friendship is priceless. Don’t let $12.80 ruin it."

This campaign positions Beem It as more than just a payments app - it's friendship insurance, designed to remove drama and protect relationships.

2. Resentment: "$18 Friendships"

• Two friends slowly drifting apart over a forgotten $18 debt. Flash-forward showing how easily a Beem It request could’ve preserved their friendship.

3. Ghosting: "Don't Get Left On 'Read'"

• Funny short-form skits highlighting "payment ghosting." With Beem It, the app notification gently nudges friends back into the conversation, reducing the awkwardness.

PLATFORM STRATEGY

• TikTok/Instagram Reels:

  • Short comedic skits dramatizing awkward money scenarios.

  • "Which is worse?" polls: Asking for your money back vs. other social awkwardness.

• Instagram Stories:

  • User-generated "awkward money" confessions reshared as Stories.

• In-App UX Mockup:

  • Custom humorous request notifications within Beem It: "Ben requests $12.50. No pressure, just friendship."

HYPOTHETICAL RESULTS METRICS

App Referral Lift: +12%

Story Poll Engagement: 60%

Video Completion Rate: 75%

Sentiment Shift: +15%

CREATOR’S POV

Money shouldn’t cost friendships. While fintech can make payments instant, only smart cultural storytelling can remove the awkwardness of asking for repayment. With "Split It Without the Drama," I aimed to turn a real human truth into a relatable, humorous, and ultimately empowering campaign... transforming an emotional barrier into an everyday norm.

Because let's face it: Losing $12.80 is annoying. Losing a friendship? That’s unacceptable.