ST.GEORGE

REACHING NAMASDEBT.



The insight:


Debt is stress. When we have it, it hangs over us. We needed customers to understand that one form of debt, could alleviate the stress of another.

The idea:


We made St.George’s character, Little Dragon into a zen coach. Someone who could guide St.George’s customers back to $0 worth of debt with a Personal Loan.








An awkward truth


Why would replacing debt with debt be a good idea? Simple: Less interest means lower repayments. However, due to legal reasons we couldn’t say that. So, we made it a non-question by renaming the product to ‘debt consolidation loan’. You’ll notice where we ended up in the radio ad was a little different, but for your reference, I’m showing the idea as I would have liked to run it below. 

BRANCH SCREENS:




LETTER SENT AT COMPLETION: