ST.GEORGE
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.
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:
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LETTER SENT AT COMPLETION:
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