We were tasked with launching a completely new loans proposition for Asda, working with their partner, Freedom Finance.
With a rate to suit everyone, our first port of call was to investigate how Asda could best target people when they knew they would be in the market for a personal loan? After some initial analysis, we defined two key audiences:
• ambitious borrowers, who had a clear need and planned to spend the money on a new car, wedding, holiday or major home improvement project. These purchases were planned and researched before the customer went to look for a loan provider
• struggling borrowers, a very different demographic who needed the money to consolidate debt or to pay for an unexpected expense like car or home repair
Working with the client and their media agency, we decided that both audiences should be targeted using search trends, behavioural targeting, and digital media channels.
Our strategy was to leverage the Asda brand to show customers that they could get a great low rate, from a name they already knew and trusted.
Sometimes the best tools are what’s right in front of you. So, to reinforce our creative strategy of leveraging the Asda brand, we used three simple devices: the Asda shopping basket, the shopping trolley and the till divider.
We created, built, and delivered display and retargeting advertising, segmented with five messaging variants across multiple sizes, on external sites and across the Asda Group site(s).
As well as this, we also created three 30″ DRTV adverts, multiple radio advertisements, and three 6” bumper adverts, all designed to target different audiences.