A disruptive integrated campaign for a new finance product, from strategy to execution.

In Australia, trust in big banks is low, particularly amongst younger consumers, and 1 in 3 Australians are dissatisfied with their financial institution. 

Australian lender Nimble saw an opportunity to disrupt the congested lending market with an innovative new product: a revolving line of credit. ‘Nimble AnyTime’ would be unique to the Australian market, with no other digital banks or tech competitors providing a similar product.  

Targeting a wide Australian market, Nimble needed an integrated campaign to drive awareness and new applications, all whilst making the new product easy to understand and positioning the brand as the leading, hassle-free solution that makes finance simpler and faster. They came to Genero to source the perfect Australian creative team to deliver the creative strategy, idea and production.

We ran this brief in multiple stages, first calling for ‘expressions of interest’ from Genero’s large and diverse network of creatives in order to curate a targeted list of suitable creative teams interested in pitching.

The full-brief was shared with Nimble’s final shortlist who were invited to Nimble’s office in Melbourne to pitch.

Close collaborators Cyclone Creative and Monster and Bear were selected to deliver the campaign: Cyclone Creative leading the strategy and creative direction, whilst Monster and Bear focused on production.

The teams’ fresh and fun pitch focused on presenting Nimble as an accessible and reliable lender that understands and relates with the busy lifestyles of millennial consumers. 

Pivot after pivot, through the turbulent ups and downs of 2020, the teams produced new creative introducing the bright and engaging ‘Millennial Ash’ , sharing quirky and humorous dialogue with her supporting act – the real life Nimble jackrabbit, Rodney. A bold red colour palette and new music jingle made the creative uniquely Nimble, strengthening the brand’s codes in the minds of consumers.

Cyclone and Monster & Bear delivered an engaging integrated creative campaign – across TV, digital, social and giant billboards – to help Nimble launch this exciting new product and strengthen their brand position. Assets included a 30-second brand TVC, a 30-second Direct Response TVC, shorter versions for social and digital, and high-quality campaign key visuals and stills.