The M Cash music campaign combined a brand ambassador, one original instrumental and a four-part video release to make a low-interest financial product impossible to ignore.
Consumer finance is a category people don't think about until the moment they need it, and every brand inside it sounds the same: rates, terms, approval times. In 2017 M Cash held just 1% brand awareness in Macedonia - effectively last in its sector. Product language alone was never going to shift that. The brand needed a reason for people to pay attention before they needed money.
We made music instead of ads. Zarko Dimitrioski became the celebrity face and voice, and the campaign was built on a single instrumental carrying four different sets of lyrics. Every spot closed on the same hook - "ЕМ прв, ЕМ брз, ЕМ најдобри! М Кеш Македонија" - so each version reinforced the same mnemonic while the verses did different work. ("ЕМ" translated from Macedonian is "not only", which gave a fantastic singing line: not only the first, not only fast, not only the best. M Cash.)
By the July 2021 brand awareness study, M Cash had moved to 16.8% - second in the sector's top-of-mind awareness. One in three Macedonians had heard of M Cash. 32% said they would consider taking a loan from it. A brand that entered the period near the bottom of its category left it as one of the two names the market named first.
In 2022 we took M Cash from second place to the top - the #1 top-of-mind brand in the sector. [See how we did it →]
Pillars used: Strategy & Decisions · Creative & Production
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