TOO BIG TO NOT FAIL YOU
Auxmoney Brand Relaunch & Awareness Campaign | Creative Direction & Copy
Ever tried to get a small loan in Germany without credit history in Germany? Or as a student? Or sat in front of a bank loan officer who asks more private questions than a first date? Then you'll feel this campaign.
Since Auxmoney entered the market to create fairer opportunities for people seeking loans, we launched the "spot the mistake" campaign addressing all the nuisances and injustices, big and small, people usually face with the conventional banks.
TVC · YOUTUBE · INSTAGRAM · FACEBOOK
CHALLENGE
Auxmoney as a brand had been around for a while, but it had no name recognition whatsoever. On top of that, the core of Auxmoney's service is a digital loan application process via app or website – a proposition that, yes, sounds incredibly boring.
CONTEXT
Traditional banks in Germany offer big loans to businesses or for home buyers on a regular basis. Smaller consumer loan offers are only at the periphery of their product portfolio. Which becomes a problem if you happen to need one.
CREATIVE SOLUTION
We decided to break with the convention of going for the usual brand awareness messaging or detailed brand introduction. Our spots didn't talk about Auxmoney's product per se either. Instead, we aimed to connect with the dissappointment people feel about their banks.
We used the campaign to shine a light on all the ways in which big traditional banks create a nonsensical landscape for disadvantaged people who need small loans. In ten short episodes, we addressed the specific frustrations of single parents, immigrants in Germany, self-employed people or just everyday bank customers who get stuck in waiting loops.
With a targeted roll-out on YouTube and Instagram of 6-15 second assets as well as a 30 second hero film on major German TV networks, we managed to increase the interest, website visits and app downloads for Auxmoney dramatically.
