A BRIEF SOLVED WITH A NEW NAMING.
We had to communicate a FIXED interest rate loan. With a not-so-different differentiator: a very low interest rate (that could have been exceeded by other banks overnight).
Starting from a category and product insight, that banks has a lot of ******ASTERISKS**** and hidden clauses, we re-named the loan: "THE LOAN WITHOUT ASTERISKS AND OTHER RISKS". Because when the loan is FIXED, numbers cannot change after you take the loan. At least this is the best ocasion when you can promise no asterisks and hidden stuff.
We asked the client to get out all the asterisks from every paper involving the loan. Which was hard. :)
THE LOAN WITHOUT ASTERISKS won the "LOAN OF THE YEAR" in 2016 in Banking in RO. Thanks to a great product and memorable name.
RADIO. A regretfully bank employee explaining that the credit "had some ******ASTERISKS"
LANDING PAGE. Without a single asterisk!
LANDING PAGE. Without a single asterisk!
WINTER ADAPTION. Christmas stars, but still no asterisks. (In Romanian we speak of asterisks as little stars, so here's the irony.)
HL: What you choose is FIXED* what you pay for. (*FIXED means "exactly", but also a number that stays the same).
Without hidden stars, so you can enjoy the magic of the holiday little stars.
Art Director: Paul Tănase & Ramona Damiean
