Fast and cheap credits had their apogee time several years ago in Lithuanian market. However, most people who had ever taken them were disappointed, they had to find out the hard way that fast and cheap credits might be fast, but definitely not cheap. MEDICINOS BANKAS introduced a new name in consumer credits market SAUGI PASKOLA (safe credit). But they encountered two major obstacles – it was a new name, that nobody knew and that people started to distrust consumer credits.
To solve this complex equation we suggested a strategy to advertise SAUGI PASKOLA not as separate name, but as a sub-brand of MEDICINOS BANKAS. This way people would know who they are dealing with and as they trust this bank, they would trust SAUGI PASKOLA as well. Secondly, we built our communication on conveying how trustworthy and safe this consumer credit is. Our message was: ‘EASY TO BORROW, EASY TO RETURN’. Campaign also included other pros of SAUGI PASKOLA, such as getting credit in 15 min., receiving money either by cash or by transfer to your bank account, being safe – because you have to personally come to the bank to get confirmation on the credit.
This campaign included prints and banner campaign.