“Show me the money!” has become a well-worn expression, and for good reason. When it comes to finance it’s the bottom line that matters. For Stratton Finance, our challenge was to counter the thought that “No one trusts a finance company”, especially one you’ve never actually heard of. Yes, we could have positioned Stratton Finance as part of the carsales network, or have pointed to its industry high net promotor scores. But really, who cares? It’s all about the money, or in this case, the % rate.
To drive traffic to the website so that customers could calculate their loan, we developed a series of eye-catching billboards as well as a digital campaign, poking fun at the dubious reputation of the automotive finance industry. As a result of the campaign Stratton Finance went from 2% unprompted awareness to 6%. Not a bad rate.