Challenge: Our inboxes are overflowing with irrelevant messages vying for a scintilla of our attention. We had to break through with a message that meant something to our prospects. Most were getting loans to buy new, used or classic cars, or to install a pool or make another home improvement. But we wanted to cast the net wider and see what we could do in other verticals. 

Solution: We focused on a unique feature of the loan: You could use it to finance literally anything — except stocks, criminal activity, or to pay back another loan. The image was about the feeling of relief, and the copy was simple and direct. 

Results: While autos and pools remained our biggest categories, we made inroads into new verticals, including in vitro fertilization, timeshares, private school tuition, etc.