PayJustNow, South Africa's leading Buy Now, Pay Later provider, needed its brand relaunch to do more than announce a new look - it needed to assert category leadership in a Buy Now, Pay Later market getting noisier by the month. Digital advertising alone couldn't deliver the dominance or frequency the moment called for, so TDMC engineered a high-impact Digital Out-of-Home strategy built to own South Africa's most prestigious retail environments. The campaign took over Sandton City, the V&A Waterfront and Gateway Mall, putting PayJustNow directly in the path of millions of purchase-ready shoppers - and delivered 116% play delivery against plan, over 83 million impressions, and 12.8 million-plus in-market shoppers reached.
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Executive Summary
02
Introduction
PayJustNow built its position as South Africa's leading BNPL solution on a mission to change how consumers shop and pay. But the BNPL category has only gotten more crowded since, and a brand relaunch in that environment needed to do real work - not just refresh the look, but reassert PayJustNow's position as the brand to beat, right at the moment shoppers are deciding what to buy and how to pay for it.
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The Problem
Breaking through a crowded BNPL market.
With more players entering the space, standing out required more than another ad in the feed - it required genuine, attention-commanding presence.
Owning share of voice in premium retail environments.
PayJustNow needed to be unmissable in the country's most prestigious shopping destinations, not just present in them.
Earning instant trust at the moment that matters most.
The goal wasn't general brand awareness - it was recognition and trust at the exact point high-value shoppers were making purchase decisions.
Traditional digital advertising could deliver reach, but not the kind of physical-world dominance and high-frequency exposure this relaunch demanded.
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The Solution
TDMC built a Digital Out-of-Home strategy designed to function like a homepage takeover - but in the physical world, across the retail environments where South Africa's purchase-ready shoppers actually spend their time.
Sandton City: a full mall takeover
In Johannesburg, the campaign claimed over 30 premium screens across Sandton City, including monumental 4m × 6m digital walls and a sweeping 1.5m × 30m panoramic display positioned at the mall's busiest food court.
V&A Waterfront: dominating Cape Town's most iconic retail space
In Cape Town, the campaign spanned the Waterfront's most prominent touchpoints - Woolworths pillars, totems, and the high-traffic entrances connecting its luxury and everyday retail spaces.
Gateway Mall: full in-passage network coverage
In Durban, more than 16 digital screens across Gateway's in-passage network delivered a complete environmental takeover, ensuring no shopper moved through the mall without encountering the brand.
Built on precision, not just scale
Every screen was selected for audience density and dwell time, not simply availability. Creative was built specifically for fast comprehension in a high-impact physical environment, and the campaign was tracked in real time against clear KPIs throughout - turning a large media buy into an accountable one.
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Results
The campaign didn't just meet its targets - it ran past them.
- 116% play delivery - 324,438 plays delivered against a planned 280,800 across Sandton and Gateway.
- Over 83 million impressions across South Africa's top-tier retail hubs.
- 12.8 million-plus in-market shoppers engaged directly in premium retail environments.
- Sustained, category-leading share of voice maintained across V&A Waterfront, Sandton and Gateway throughout the campaign.
- Unified creative across every environment, strengthening recall and keeping the message immediately relevant wherever shoppers encountered it.
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Conclusion
For PayJustNow, this campaign did exactly what a relaunch needs to do: it didn't just refresh the brand, it reasserted its authority in the category - putting PayJustNow in front of millions of shoppers at the exact moment trust and recognition matter most. Beyond the relaunch itself, the campaign leaves TDMC and PayJustNow with a proven, data-led DOOH framework - one built to scale into a national rollout as the brand's ambitions grow.
