Humanizing Payday Lending

Advance America was just another payday lender when they came to EP. I had the chance to help rebrand and reposition them with our “You Advance America” campaign. Instead of only focusing on the lower funnel conversion tactics like many competitors, we sought to humanize their brand by showing the real moments everyday Americans were experiencing across the country.

Our advertisements featured ambient conversations and real-life moments that sought to make these slices of life seem more approachable and stand out amidst the loud, in your face tactics of the category. The results? In-store traffic increased by 28% during the campaign and loan activity increased by 33%.