Money Mart and Move On
When life gives you lemons, Money Mart helps you buy lemonade.
The problem is that no one wants to go to Money Mart. Brand sentiment has been negative. An onslaught of new competitors in the category have emerged.
But for over 8 million Canadians without financial privilege, Money Mart is a lifeline.
Our challenge was to challenge perception of the Money Mart brand, reverse decade-long declines in the business and reclaim category leadership.
Our solution was ‘Money Mart and Move On’ - a 360° brand platform that showed how Money Mart was there when you needed it, then moved on from when you don’t.
Comedic spots directed by Kate Hollowell showed real-life financial dilemmas - based on real customer stories - brought to life in vivid technicolour.
Contextual out-of-home and digital ads were empowering without being heavy-handed. With headlines that included ‘Loans for Real Life’ and ‘Your Journey, Without Judgement.’
Since campaign launch, foot traffic in stores has doubled while business declines have begun to radically shift.
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