For Those Who Make It Work
We’ve all seen ads for cash advances. People screaming to “Come get your money!” Or people with otherworldly reactions of excitement to getting a loan. Well, I was hoping to help change all that with this campaign for Advance America.
Through research, we learned that our audience didn’t think much of most cash advance ads. In addition, they didn’t really feel like they were in need of being rescued. The truth is, short-term loans play a vital role in the financial systems of our target. They’re resourceful. They’re hard-working. And they usually just need a hand sometimes to keep their system moving forward.
This unique insight helped me come up with a new positioning for Advance America, “The Official Sponsor Of Making It Work.” Because that’s what their audience is all about. They’re masters of making it work.
This idea led us to our first campaign. Our customers have to wear a lot of hats, and play a lot of roles to make their lives and their finances work. So we created hundreds of trucker hats, and had fun with the “Wear a lot of hats” metaphor. The result? A unique campaign that broke through the noise and treated our target with respect.
Bringing the idea to life
We started by crafting a set of guidelines for the campaign, including a new brand tone and a new approach to their messaging. Then we did a shoot to help bring the idea to life across all mediums including TV, social, digital, OOH, radio, events and more. But at the center of it all was our yellow trucker hat. We used our trucker hat to speak to all the “hats” our audience wears to make it work.
