Based in Papua New Guinea, Fincorp was looking to refresh its brand to reflect its recent growth and new position as a larger player in the PNG financial services landscape. They had several loan products targeted to small businesses but hadn’t done much to drive awareness and connect those products with their customers.
As an emerging nation, it can sometimes be hard for people in PNG to see anything other than the struggle. Most of the advertising for financial services in the country was also no more than hardcore retail with loud, fast-talking voice-overs and large price points.
To cut through, small business owners in PNG were portrayed in a way that had never been seen before. The solution was an aspirational campaign designed to challenge small business owners to see the potential of what could be. It’s not just people overseas that can run a successful business, they can do it too.
