UniCredit Consumer Finance - Personal Achievements Loan

Information

Campaign: Personal Achievements Loan
Client: UniCredit Țiriac Bank
Brand: UniCredit Consumer Finance
Entrant Agency: McCann Worldgroup Bucharest
Media Agency: Mediacom

Background/Objectives

Strategy

Results

Background/objectives: Personal loans is a wide market with strong competitors and similar products. UCFIN needed to regain people’s trust in personal loans and drive differentiation and interest by manifesting empathy with people’s real life.

Strategy: We repositioned the idea of credit from liability, to a tool for achievement, and unblocked people’s fearful mindset.

Results: The repositioning from “personal needs loan” to “personal achievement loan” brought a 50% increase in market share, a boost of applications almost doubled versus previous months and tripled versus the same period in the previous year.