Lending is back on the agenda, so we identified the types of loans that ILCU customers most commonly request. We categorised and named them according to how customers request them. We created two 40-second TVCs, depicting a variety of scenarios such as the “couldn’t take another day of that rain” loan. We supported the campaign with radio and OOH. Holidays, weddings, home improvements – everything comes with a price tag! To boost loan enquiries at the ILCU, we invented relatable titles for a range of loans and aired them in two 40-second TVCs. Customers immediately recognised the ‘Couldn’t take another day of that rain’ loan, the ‘Aunties and uncles coming out of the woodwork’ loan, and the ‘I can stop pretending I know DIY’ loan. Issues we can all definitely relate to – putting up shelves, anyone!?