Nimble it and move on
McCann MelbourneNimble
Executive summary
In an emerging segment, we took Australia's newest cash lending brand from relative obscurity to category leadership. Primary to this success was alleviating negative perceptions of the category by making the act of 'Nimbling it' more of the social norm than a social stigma. Rather than taking advantage of people, we targeted a more affluent segment to the category with the human truth — "the flow of cash should never interrupt the flow of living".
This is the most effective campaign we as an agency have ever witnessed in terms...