Founded in 1997, Loans.co.uk are one if the biggest credit brokers in the UK and were placed 25th in ‘The Sunday Times 100 Best Companies to Work For’.
When Loans.co.uk approached Engine Creative for their new TV commercial (TVC), they had high expectations for something special and unique. Armed with a comprehensive wish list and faced with an overcrowded credit market, Engine Creative knew that a fresh approach was key to creating real impact.
Through a comprehensive programme of market research Engine Creative also knew that the advertising needed to appeal to homeowners who are looking to consolidate their debts and should primarily be aimed at the female market. Engine Creative’s solution is an advert set in the everyday surroundings of the home environment with a style which includes enriched elements to lift the world that we are all familiar with.
The primary objective of the concept is to take a positive point of view about loan consolidation and engage the audience in a way which makes them feel good about using Loans.co.uk.
The creative thinking behind the TVC made a big impression on
Loans.co.uk’s Marketing Director Andy Pelley: “We have used Engine Creative on a number of projects over the past 3 or 4 years. We have always been very impressed with the work that has been delivered and so it was a very natural progression for us to include Engine Creative in this tender process. We spoke to three or four different agencies and I saw different pitches from all of them but in the end the Engine Creative pitch was head and shoulders above the rest.”
The TVC chronicles a typical family balancing their busy lives and finances whilst still enjoying ‘the important things in life’. Set in a bright animated world where anything can happen, the everyday things become enhanced to communicate the message that using Loans.co.uk is easy, personal and, above all, a positive experience.
Immediately after winning the pitch, Engine Creative undertook an extensive planning programme to ensure that this ambitious and technical project was delivered for the March 5th deadline.
Engine Creative’s Director Glyn Allen comments: “We have utilised Engine Creative’s full range of skill sets to create a unique TVC for Loans.co.uk which we feel will set a new standard within the industry. From the initial idea through to creative development and the distribution to all of the TV stations I am immensely proud of how all of the team on this project have performed and worked over the 3 months. I believe it perfectly reflects Loans.co.uk’s philosophy of personal service and innovation, both in their marketing and in their approach to their customers with an upbeat feel and a positive take on the whole credit purchasing experience.”
The new TVC, which premiered on March 5th on all major stations, takes advertising for secured loans into a fresh, new direction with an animated virtual world where anything can happen.
Engine Creative produced the 40 second TV advert entirely in house, from concept development, ideas generations, creative direction, script writing, directing, filming, editing, 3D animation, motion graphics, sound design, casting and project management. You can view the 40 second TV advert and case study on this project by clicking here.
We’ve also created a 6 minute ‘Behind the scenes / making of’ movie, to give you an insight into how we work at Engine Creative and how we developed the Loans.co.uk TV campaign.