Oakbrook Finance believes in doing things differently. The financial services company approaches lending in a way that works for its borrowers, and their Likely Loans brand aims to make personal loans clear, simple, and accessible to those that need them. But the marketplace is competitive and - infamously - unscrupulous. Alongside the aggressive sales agendas and unethical tactics of their competitors, Likely Loans could hardly get a word in edgeways. They turned to us for an engaging brand campaign that would help them climb to the top of the pile with their conscience intact. 

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Defining the customer

Who are Likely Loans lending to? We started with thorough market research, immersing ourselves in the world of personal loans to understand the motivations of borrowers and create in-depth buyer personas.

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Any shape, any size

Our findings gave us our big idea. Likely Loans do what they can to lend to those that need it, offering a range of different loans for different purposes. This led us to our creative platform: ‘loans for all shapes and sizes.’ Once we had the theme we gave it energy and personality, creating a series of quirky illustrated shapes that would become the stars of our TV campaign.

Shape up to shake up 

We worked with moving image pioneers Seed Animation and illustrator Bianca Beneduci Assad to create a fresh and engaging TV advert that would shake up the loans marketplace. Bob, Ted, and Barry, our shapely trio, took the spotlight of the snappy 30-second commercial, heading to the gym to get into great financial shape. It was completely different, and the results were outstanding.

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We worked with moving image pioneers Seed Animation and illustrator Bianca Beneduci Assad to create a fresh and engaging TV advert that would shake up the loans marketplace.

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Being bold and brave reaped rewards for Oakbrook Finance. Within the first two weeks we saw a stunning 11% uplift in ad responses - and even more impressive, a 60% increase in loan applications.

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Our brief was to show Likely Loans’ customers that they are a fair and responsible lender, who didn’t discriminate. Our ‘all shapes and sizes’ idea knocked their socks off. It was engaging, witty, memorable and very original – and answered the brief perfectly.

Adam Travis
Brand Strategy Director, Cubic

What we did

Strategy

Research and analysis
Core proposition
Brand personality
Brand positioning
Product architecture
Communication strategy

Identity

Visual identity
Verbal identity

Experience

Campaigns
Digital
Front-end development
Back-end development
UX / UI design
Ideas generation
Content development
Character development
Animation
Copywriting

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