Background: USAA was relaunching marketing for their auto lending products, but weren't sure how to get customers to select their auto loans, given that USAA’s rates weren’t as competitive other lenders. Our approach was to use workshops, qualitative, and quantitative research to uncover a differentiating and motivating way to position their product.
Problem: Dealerships can consistently offer a better rate on auto loans than banks, and money is often the bottom-line when picking an auto lender.
Insight: Many USAA members have non-traditional jobs (like contractors, or as currently enlisted military members) and and therefore, they need cars and loans that aren’t one-size-fits-all.
Advantage: USAA offers auto-loans with customizable payment options… something dealerships can’t do.
Strategy: Show that USAA auto loans flex to fit the needs of the members, just as their cars do.
Creative Team: Conal Love & Darren Jeffries
The Brief
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference. Don’t worry about sounding professional. Sound like you. There are over 1.5 billion websites out there, but your story is what’s going to separate this one from the rest. If you read the words back and don’t hear your own voice in your head, that’s a good sign you still have more work to do.