Loan companies exist in a category that people are overwhelmingly negative about. So we created a campaign that people could be overwhelmingly positive about, starring a singing satsuma. Belting out a rock ballad. Our audience couldn’t help but smile, and the response was immediate, encapsulated in this tweet: “I hate loan companies, but I love Satsuma.”
Satsuma now has the most positive image of any loan company, achieving twice the awareness of the nearest competitor by spending half the money. This made our Satsuma campaign four times more efficient. If a brand could rock….