BA-CA hired the best ambassador for speed, Speedy Gonzales. Speedy emphasised the link between the communication-vehicle (himself) and the product, making the USP memorable and easy to understand.Speedy creatively transmitted the message of fast loans via a creative print-execution in one of Austria’s largest newspapers.Accelerating and breaking like Speedy does leave marks. Those were ‘editorially’ integrated into a cover-page layout, squeezing text columns, staging the link of the product’s USP and its representative.

The creative use of Austria’s newspaper-landscape caused high campaign awareness. Speedy Gonzales as product representative emotionalizing the core target group was a clever move. The business figures proved the campaign right. Acquisitioned loans were outperformed by an index of 109.