FairMoney has achieved considerable success and grown to about 200,000 active users since its inception Most of this growth has been driven by direct to consumer (DTC) approach. In order to enter a rapid-fire growth phase in an increasingly competitive category, the brand is now required to build a distinct brand positioning/identity that will ride on a clear value proposition leading to wider impact and reaching a wider audience.
It is against this backdrop we are required to create a narrative of deeper relevance of the FairMoney brand in a way that connects to our target audience.
Task
Develop a campaign that creates a narrative of deeper relevance of the FairMoney brand in a way that connects to our target audience.
Insight
‘Life can sometimes be unfair.’
We all have dreams and ambitions, but more often than not, it’s those little things that seem insignificant that stop us from achieving them.
Idea
- Unfair Chance
- With Fair Money, you have an unfair shot at fulfilling your dreams.
Line
Get an unfair advantage.
