Esme: Breaking the mould

THE NEED FOR CHANGE

Most business loans marketing encourages SMEs to take out a loan to help ‘grow their business’. Our proprietary research identified that only 1 in 5 businesses took out a loan for this purpose. Instead, they wanted flexible finance solutions that helped them react quickly to everyday business needs and opportunities.

THE NEW RULES

Give the customer an advertising campaign they can truly identify with.

To stand out from the crowd and deliver a message that truly resonated with business owners, we developed a modern and memorable icon that represented these small companies’ own entrepreneurial attitude – the ‘go-getting’ Esme hare.

THE RESULTS

With a fraction of the marketing budget available to its competitors, Esme has grown
its market share from under 1% to over 5% in just 12 months, and achieved levels of
awareness comparable to more established players in the business loans sector.

Attractive to cancer

Building brighter futures