Making loan repayments a horror-free story.
Leap are a brand new, peer-to-peer loan company that were after a campaign to not only launch them, but get them on the radar of a tricky audience; people who don’t even consider themselves to be ‘in debt’.
Strategy showed that despite being in debt of some kind, most people don’t actually think of themselves as managing debt. When you combine this with a nation that is hesitant to talk about money or money problems, you need to think quite carefully about how you can really bring debt management to the attention of Leap’s audience.
Horror Free Finance
The campaign ‘Horror Free Finance’ played on the simple idea that paying back borrowed money with Leap Lending doesn’t need to be sweaty palms and heart in throat moments – it actually saves you money. And EVERYONE likes to save money.
Designed to actively play on disruption and grab attention of our hard-to-reach audience, the campaign essentially became the theatrical release of a fictional summer horror blockbuster – playing out its own film plot of protagonists (loan customers), and enemies (debt itself, feelings of anxiety), played by real life cast members.
We promoted ‘the film’ in all the usual ways (theatrical release posters, trailers and radio ads) building up the classic scary movie genre tropes….and then deflated them with a horror-free Leap let down. All of this aimed to bring a light moment of comic relief to something that most would consider to be quite an intimidating and overwhelming process – not with Leap.
We even dabbled with the idea of experiential activations taking the form of a classic horror movie escape rooms in the heart of movieland, Leicester Square – escape debt in the quickest time possible, for your chance to win.
How the campaign performed:
This was a pitch, with the work never quite making it out the door ☹️
Developed at Collider.