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Money Mart

July 7, 2024
Project overview

Money Mart, a financial services company, provides instalment loans, cash advances, check cashing, prepaid cards, and money transfer services, all centred around the principle of prioritizing people. After a period of absence from the online sphere, the company has revitalized its brand with the aim of becoming a pioneering force in physical financial services. Their objective: increase foot traffic by 10%.

To accomplish this, Money Mart engaged an agency to refine their visual identity. My agency and I were tasked with enhancing their online and DOOH presence. Upon receiving the initial creative materials from the other agency, we swiftly recognized opportunities for optimization. We introduced elements such as human faces, dynamic movements, and compelling calls to action to drive traffic to their physical locations.

ClientMoney MartIndustryFinanceYear2024ServiceCreative StrategyShare

Reflection

Our efforts resulted in a remarkable 15% year-over-year growth in short payday loans and loans, nearly triple the industry benchmark of 5.8%. This project reinforced the power of using relatable imagery and real people in our ads to drive exceptional performance. Interestingly, what stood out most was the shift in our audience’s demographics. Although we initially anticipated attracting a younger crowd, the campaign resonated far more with an older audience (45+).

Certain ads delivered outstanding results, achieving a click-through rate (CTR) of over 15%, a performance metric that remained impressive even after weeks or months of being live. This campaign highlighted the importance of continuously refining our targeting strategy and leveraging real-time data to maximize engagement.

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