Atome dazzles with K-pop group ASTRO as global brand ambassador

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Buy now pay later brand Atome has appointed South Korean boy band ASTRO as its global brand ambassador. ASTRO will also headline the brand's shopping campaign #OwnTheExtraordinary, which launched today and will last until the end of the year.

Rainal Lu, Atome’s regional head of growth, said that it sees great synergy from this collaboration as both Atome and ASTRO have similar values in inspiring and empowering young, digital savvy consumers in a positive way. "ASTRO has a deep, passionate fan base across our key markets in Asia. Our first shopping campaign together, #OwnTheExtraordinary, inspires young consumers to take positive steps to improve themselves, and develop their hobbies and aspirations during this holiday shopping season.” MARKETING-INTERACTIVE has reached out to Atome for comment.

The regional campaign will be a 360-degree one with a series of online and offline interactive challenges, activities and promotions. Brands such as ZALORA, SHEIN, BHG, Sephora and PEDRO will offer rewards that cut across major festive seasons and sales events, including 11.11, Black Friday, Cyber Monday, 12.12, and Christmas.

In Singapore, the campaign will host a series of online teaser activities, followed by the Extraordinary Experiences challenge on Atome Singapore's Instagram account. The campaign will also include flash vouchers and a Spin and Win, with exclusive ASTRO merchandise to be won. Additionally, Atome will offer interactive content on smart spending and shopping advice to help Singapore shoppers make smart purchasing decisions and manage their spending.

Fantagio, agency of ASTRO, said that it is thrilled for ASTRO to be Atome’s new global brand ambassador. "Atome is a brand that empowers young consumers to pursue their aspirations and passions. ASTRO is a group that wants to seek to inspire, connect and grow with their fans through music, and fits well with their direction. We hope this collaboration will bring positivity and inspiration to our millions of fans across Asia,” it added.

Headquartered in Singapore, Atome launched its buy now, pay later service in Singapore in December 2019. For consumers, Atome offers choice, convenience, and flexibility in how they choose to shop and pay with three equal payments over time, with zero interest, annual or service fees.

Over the last 12 months, Atome has expanded into other key markets such as Malaysia, Indonesia, Hong Kong, and mainland China. It is currently available as a point-of-sale payment checkout option across 5,000 online and offline retailers. Last month, the brand launched an in-app loyalty rewards programme in Singapore. Also known as "Atome+", the programme allows shoppers to earn points for purchases made using Atome across online and offline retailers in Singapore.

Separately, Lazada recently named South Korean boy band SEVENTEEN as its first regional Happiness Ambassadors, ahead of its annual flagship 11.11 shopping festival starting at midnight on 11 November. The 13 member K-pop group will be starring in Lazada's latest 11.11 film, which transports the boy band into Lazada World, a dynamic and fantastical realm filled with larger-than-life everyday objects and exclusive 11.11 rewards.

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