Convention:
People take out loans because they mismanage their finances.

Cause:
Appreciate the ‘Everyday Heroes’ who sometimes take extraordinary measures to support their families and their lives.

Campaign:
By recognizing that people take out loans to help them in different times, or to allow them to get the necessities that will improve their lives, we developed a campaign for Citi’s DIC loan brand that campares manga heroes to real life everyday people.

Results:
The campaign broke through the competitive culture despite the highly regulated nature of marketing communications within this category. The Hero campaign not only generated a significant increase in sales, but also a significant increase in better qualified loan applicants, leading to efficiencies and superior KPls(Key Performance Indicators)