Marketers are always coming up with new ways to pay for goods these days. You can pay with a tweet, or pay with a photo. Or pay with a smile, as KFC recently allowed people to do in China. And now here comes a potentially controversial one -- Australian surf and skate retailer Ozmosis is introducing a system where people can pay by showing their scars.
Customers will be able to go into any of Ozmosis' 55 stores and show a scar, scrape or bruise to a staff member or upload a photo to social media with the hashtag #PayWithPain to receive money off. For example, if they go in-store, show their scar and spend $80 they get $20 off their purchase. If they upload a picture of their scar on Instagram or Facebook with #PayWith Pain, they can receive a $20 discount code to use online.
The campaign will run across a variety of youth and surf and skate-focused media and in and around skate parks and shopping malls. It also includes an influencer outreach program and partnership with surf content platform, Stab.
The campaign is the first work from Ugly, a creative agency recently opened in Sydney by former Anomaly Amsterdam CEO Hazelle Klønhammer, together with Whybin TBWA Executive Creative Director Gary McCreadie, and M&C Saatchi Sydney Head of Strategy Ross Berthinussen.
McCreadie says in a statement: "To connect with this audience we had to be real. Really real. You can't just talk to this generation in the language of advertising, and expect them to do anything, it doesn't work. You have to respect the things they respect and understand that their lives aren't these utopian fairy-tales of driving their VW Combi up the coast, listening to Jack Johnson in a perpetual, golden dusk scenario."
The campaign comes with a caveat about the brand not encouraging people to injure themselves deliberately. It could certainly be controversial, but we hear it's been signed off by legal bodies and media owners in Australia so far.