Campaign
Society One
Beating the banks at personal loans
Strategy
Creative
2x Hero TVCs
Social Videos
Stills
Digital Display
SocietyOne sat in an uncomfortable position – too premium for the payday loan space yet not established enough to challenge the major banks head-on. They were a challenger brand in a category defined by financial urgency on one side and institutional trust on the other.
Fox + Bear found the gap with the 'Make Awesome' campaign, which repositioned SocietyOne's personal loans not as a financial lifeline, but as a life upgrade.
A creative strategy built on optimism in a category that usually leads with anxiety, we gave consumers a positive, aspirational reason to act – not just a desperate one.
Don't make do – Make Awesome
The campaign navigated category positioning with precision. By anchoring on aspiration rather than financial urgency, 'Make Awesome' gave SocietyOne a platform that felt modern, brand-safe and genuinely motivating.
Deployed across DR and brand TVCs, digital and social video, plus display, the creative worked across every format and funnel stage simultaneously, delivering SocietyOne's best-performing quarter on record, with a 35%+ increase in loan originations per month.
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