The challenge laid down, the solution proposed. We suggested the novel approach of leafleting close to the shops, emphasising the principal differentials of the bank. Two characters gave life to these advantages with clarity and good humour: a stilt-man as “King Loan” and a midget as “Little Interest Rate”.

The action was initially proposed for one shop, but was implemented throughout the SNG/BMG group network, generating a significant increase in business done, rising from an average of 5 to 13 loans per day in each shop. In addition, this good-humoured communication created a friendlier image for the bank.