A top-tier Russian microfinance company Domashniye Dengi reached us with a specific tactical challenge. They needed to spread the word about their individual microloans.
On studying consumer behavior, we came up with a simple formula: Call Domashniye Dengi when you need to lend money quickly. The phone number — a key message of the campaign — had to be deeply ingrained into the heads of all prospects.
We made a set of short positive rhymed videos about what people do when facing a sudden need for money.