Why is this work relevant for Strategy & Effectiveness?
Fifty year old MTF’s low brand awareness was limiting growth. Awareness was nearly 50% lower than its biggest competitor Gem by Latitude and no brand was memorable, likeable or trustworthy in a fierce market.
MTF helps unsophisticated people who avoid banks because that feels intimidating. MTF is a caring mate delivering outstanding service with a market leading NPS score (+74). 80% of customers would use it again.
We leveraged this insight to increase brand consideration by 80%. MTF Finance is the only brand to increase brand consideration...