TBD promotes Cashgate with common sense
Cashgate, a credit and leasing partner, is adopting a new positioning strategy that deliberately does not promote fast and reckless consumption. TBD’s campaign reflects this repositioning.
Cashgate aims to position itself as a reliable and responsible contact for everything to do with personal loans and leasing: With fair and transparent conditions as well as serious and reliable advice. Protection against overindebtedness is an important aspect of the new positioning.
Building on this positioning, TBD has developed the "finance sensibly" campaign. It places the financial "reality check" and the sensible use of financing at the center of communication. By doing without the usual key images of furniture, cars, vacations or smiling borrowers,TBD and Cashgate are treading a new path in the industry with this campaign, according to a statement on Monday.
The campaign starts with two key visuals that are used on posters and in ads, as well as in digital applications from banners to websites.
Responsible at Cashgate: Axel Liebe (Head Marketing), Gabrielle Lommel (Head Marketing Communication), Nathalie Furrer (Marketing Communications Junior). Responsible at TBD: Susanne Marty, Christoph Bürge (strategy and consulting), Sandro Nicotera, Tom Seinige, David Bienz, Christina Baeriswyl, Raphael Meier (creation), Christina Hengstmann (art buying), Jonathan Heyer (photography superhero), Selmi Tonstudio (radio).
