In the crowded market we found a very simple and amusing way to point out the offer using famous song, humorous approach and catchy lyrics.
Frugal (Refinancing) Loan offer in itself is not a stand-out offer in the market. Previous campaigns were very successful. Success key: fresh selling line (“All your debts into one loan, and pay up to 50% less”). Rational benefit isn’t enough anymore, due to the crowded market.
We found one of the most popular sayings in Serbia: literally translated “So that it doesn’t go to waste”, our equivalent of English “Waste not – want not”. People tend to not throw things away because they are under emotional pressure that they might need them at some point, and that would create additional financial pressure.
The fastest way to positive emotions? Using music, and a well known positive hit
“Da te ne volim” is a monster hit from the 70s and an ideal platform for us. By changing the lyrics directly to our insight (waste not – want not) we create positive reinforcement for the audience and the chorus that will stick in their minds like only hit songs can “Waste not – want not” insight has an absolutely widest possible appeal – because it’s one of the most common traits in Serbia: everybody is a hoarder
- 2nd place UEPS award for the campaign