Reassuringly Boring

Riverty celebrates an underappreciated category of people in new concept created by freelance collective Noerd.
The fintech company needs to increase awareness for its payments business. But rather than compete with high flying, fashion-forward competitors on their terms, Riverty will lean into their dullness, wear it like a badge of honour, with their new ”Reassuringly boring” concept.

”We’re taking a stand for boring qualities like dependability, caution and thoughtfulness, which we believe are ultimately the most important qualities for our customers”, says Elin Ryrberg Svahn, Head of Content at Riverty.

Riverty, part of the Bertelsmann group, has been around since 1964. Today, they offer everything from debt collection to flexible Buy Now Pay Later solutions. Competition is fierce in the payments space, and what makes Riverty a safe and sensible choice is not automatically attention-grabbing. 

With the help of freelance collective Noerd, and an ex-Forsman & Bodenfors creative team, Riverty is now launching a new brand narrative and communication concept, ”Reassuringly boring”. 

The first campaign features a 60 second black and white ad celebrating ”the boring ones”. As we see accountants, air traffic controllers, referees and other ”boring” professionals, the narrator reflects on the importance of these unsung heroes.

”While some may see them as the boring ones, we see dependability. Because the people who just want to make things run reliably… are the ones who do”, the narrator concludes, as the film ends with the message ”Sometimes, boring is better”.

Account Director Magnus Wretblad explains the decision to lean into Riverty’s dullness: ”There’s growing concern about the risks around Buy Now Pay Later, with a lot of young people ending up in debt traps, so we saw an opportunity for Riverty to emphasise their more cautious approach. And when you base your communication on a negative word like boring, you become more interesting.”

The campaign - currently running in Germany, the Netherlands and Sweden - also features a series of headline-driven ads targeting both B2C and B2B audiences on Instagram, Facebook and LinkedIn.

For more information, go to riverty.com or reach out to:
Benkt Wästlund - benkt@noerd.se / +46 737 12 82 66
Kristina Hunter Nilsson - kristina.nilsson@riverty.com /  +46 739 44 26 46