Artegence campaign for Expander after Norstat Poland survey

When it comes to long-term branding efforts in the broader financial industry, Expader is part of the trend of positioning itself as an understanding partner to its clients. The brand’s new image has been laced with a humorous, light-hearted creation that alludes to well-known fairy tale stories. All this is done to make it memorable for consumers and take some weight off the subject of mortgages. With what results?

Norstat Poland survey results for Expander

After running the campaign for a year, Norstat Poland examined its effects for Expander. The “Credits are our fairy tale” campaign included 8 short films that perfectly fulfilled their task and presented the brand in a new light. Respondents rated the creations positively; as humorous, understandable, enhancing credibility while building trust in the brand as an expert. The survey was conducted after a full year of online campaign exposure and also included a general overview of the condition of the financial intermediation market in Poland. Let’s take a look at some of the data.

Despite the fact that more than 50 percent. of the mortgage market belongs to financial intermediary companies (of which as much as 20% is held by Expander), Poles’ knowledge of this category leaves much to be desired. This is evidenced, for example, by spontaneous statements in a question about knowledge of financial intermediation brands, where 2/3 of respondents did not answer, and the rest mostly mentioned the names of loan companies, insurers or even banks. Among those who are familiar with the various brands, Expander (which is the only one that conducts branding activities) has the best reputation. It is seen as a company that provides the highest quality service, has years of experience and is trustworthy. Thanks to consistent communication, the brand has a reputation as a company that provides clear rules of cooperation, is readily recommended, and has even written itself into the emotional aspect of consumers’ memory as the one that most “helps make dreams come true.”

It’s worth letting yourself be known from your best side

Such a reputation cannot be built with “buy now” or “take a loan” messages. The results of the Norstat Poland survey show that there is a gap in the industry that is worth filling with image communication – education and awareness. Creating an image is no small undertaking that requires time, budget and a well thought-out strategy. Expander has chosen a more difficult path, but with greater potential. The brand is continuing the communication strategy of the “Credit is our fairy tale” campaign in 2021. It conducts its communications in a two-pronged manner, where, in addition to the lead campaign, it builds brand awareness and attaches customers to it. It proves to the entire financial intermediation industry that branding efforts are desirable and necessary, while inviting competitors into the game, through a wicket that has already been opened.