Challenge

The Vanquis brand was associated with doorstep loans and comms that focused on functional product messages around APRs. They needed an emotive consumer benefit.

Firestarter Idea

Our target audience was being treated as though they were out of control and in need of support. They are actually savvy borrowers, looking to rebuild their credit rating, and after a partner to help them do it.   

Idea

Walk Tall with Vanquis.

Show how a Vanquis credit card can be the first step on the path to a positive financial future. Building your credit score and sense of confidence.

Impact

Shifting communications to speak to the truth of this savvy, but ill-treated, audience paid dividends. Consideration jumped 8% and, despite a shift in spending toward brand messaging instead of pure conversion comms, Vanquis saw CPAs drop as a result of the campaign.

Cost per enquiry went down 29% versus the previous campaign. Spontaneous brand awareness doubled, and incremental enquiries over the campaign period increased by 85%. CPA fell by more than half versus the previous 9 months.