Update the perception of the “Blago” brand
Destroy the barrier of using pawnshops
To distinguish from competitors
The staring point of the renewing brand’s image was a deep research of the target audience, which generates major share of profits, understanding of its incentives and insights. In order to show the uniqueness of each loan, we have moved away from traditional perception “pawnshop is a source of easy money” and focused on the perception of a pawnshop as a source of opportunities. For the image campaign we have developed a new slogan: “There is always a plan B”, which showed pawnshop as an assistant, through showing regular life situations. This creative is perceived easier by the target audience and encourage customers to use pawnshop’s services.
We have used 3600 communication in all type of media channels to achieve the fastest possible results : ООН, Indoor, public transport, internet, SMM, radio and press.
Positive dynamics in sales of services in the first month of campaign launch.