Our immediate challenge was finding a way to promote a loan when interest rates are high and the economy is unstable. The target audience was in the ultra-high net worth bracket, so we knew they had resources and time to pursue their goals, but were they willing to spend in such a volatile market?
I broke down the offering into two key benefits: empowerment and flexibility. Using those as a baseline, we presented two concepts with fully fleshed out marketing suites — a webpage, fact sheet, splash pages, promotional emails, etc.). Ultimately, the empowerment concept was crowned the victor and we moved forward with the creative.
There was an overwhelming sense of intensity surrounding this project. Not only was it an extremely tight turnaround (two concepts built out with associative deliverables executed in three days over the holidays), but the product itself was new to our team, so we had to get up to speed and become familiar with the offering very quickly. Despite the challenging timelines and the learning curve that we had to overcome, our creative was well received and is being implemented across the US market.
Thank you for having a look around. And please, don't hesitate to reach out to me with any questions, curiosities, or opportunities you may have.
