ONE MAIN FINANCIAL

Bringing big human moments to small loans.

Brand Transformation:

Brand Positioning
Brand Strategy
Consumer Journey
Messaging
Store Strategy
Store Experience

A LIFELINE FOR A BIG LENDER

The Challenge

The average American has less than $500 in savings. When emergencies or the unexpected hits many have no alternative but to apply for a loan. However, small loans often receive a bad reputation, and rightfully so. One Main Financial wanted to challenge that norm. They wanted to be ‘Lending Done Human’. But messaging, consumer experience, and campaigns weren’t living up to the mission.

 BEFORE & AFTER

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Bringing the humanity back to money
Creating the active position

'Lending Done Human' was One Main Financial’s slogan when they approached us. However, there was a significant disconnect between their slogan and their actual practices. To address this issue, we conducted a comprehensive company audit, examining employee and consumer experiences to provide strategic recommendations for turning this promise into a reality. The missing element appeared to be clear and transparent loans, offered by genuine, caring individuals. We wholeheartedly embraced this realization to transform the brand from the inside out.

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Bringing clarity to a great promise
Brand action

While 'Lending Done Human' sounded promising, it became clear that employees didn't grasp its meaning. Before revolutionizing the consumer experience, we first tackled internal Culture. Collaborating with OMF, we created training materials that brought 'Lending Done Human' to life, emphasizing the consumer's perspective. We refined OMF's internal culture to align with the company's mission, empowering employees to understand the true impact of their offerings.

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Trust starts at the door
Brand growth

Transforming a store fleet isn't quick, but it all began with a strategic rollout plan. We collaborated with the internal team to align around their values and audited, analyzed and planned the transformation of every store tier. From employee greetings and brand moments to messaging, graphics, and finishes, we crafted an experience that infused humanity and transparency into lending at every touchpoint.

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Driving humans toward their dreams
Brand igniter

As we rolled out our stores, we faced the challenge of bringing 'Lending Done Human' to life in out-of-home (OOH) advertising. Recognizing that many consumers needed to familiarize themselves with the brand, we took a step back. We created a series of humorous campaigns that highlighted the 'human moments' that a bit of emergency cash can solve. Our research pinpointed simple needs like 'building a new fence' or 'expecting a child' which drove our creative approach, resulting in relatable and memorable ads that cut through.

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"All of our marketing efforts improved as a result of IN GOOD CO.’s contributions."

—KIM, CMO, ONE MAIN FINANCIAL

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