The personal loan sector is very competitive, with many different institutions which include banks, retail stores and loan sharks. All these offer the services of a personal loan. All these institutions flood the market with different communications, trying to convince people to take up a personal loan; hence our brief from the client was to sell a personal loan from First National Bank to students and first home owners. We had to break through the clutter by creating a pack that was unequalled in creative concept and a noticeable message, persuading them that a First National Bank Personal Loan is the responsible choice.

When people are in need of money, they are willing to listen to any advice that is offered. People seek this advice through self-enriching books. We created a rogue marketing campaign that spoofed these books, with tips on how to have a successful jumble sale (garage sale), ‘hijacking’ it with messaging from FNB Personal Loans.

The ‘book’ gives the reader strange and humorous tips, one option is to sell the contents of their home at a Jumble Sale. Making a quick buck! Of course, all this advice is ridiculous, highlighted by the core message that an FNB Personal Loan is the sensible and responsible way of getting the money you need. The concept is executed in a fun, entertaining way, yet manages to relay the message that an FNB Personal Loan is the best option.

The responses were overwhelming with students physically utilising the material to host their own jumble sale (garage sale), and FNB inundated with queries. The home owners’ base worked its charm with over 52% applicants applying for a new loan.