"And that's not all" turned a sign-off line into a comedy format, five spots and a year of prize games that took M Cash from second place to first.
2021 ended with M Cash at 16.8%. Awareness was no longer the problem. Preference was. And the product story had outgrown the format that built it: online applications, a loyalty programme, credit consultants, cash shops across the country, a referral scheme. Too many reasons to choose M Cash to fit inside a single song, and no obvious way to say them all without sounding like a list.
Everyone knew a very much overused line in teleshopping - "And that's not all". We used it to give a comedic boost to our 2022 campaign.
With Zarko Dimitrioski as the celebrity actor once again, we changed his job.
He stopped narrating and started interrupting. Every spot opens on a satisfied customer and an M Cash agent having a conversation - and just as it wraps, Zarko Dimitrioski appears from somewhere to add one more thing. The structural problem became a joke: a brand with too many benefits to list, personified as a man who refuses to let the scene end.
Underneath the comedy, the campaign made a deliberate choice talking about people, not products - seven years as a client, consultants who are there whenever and wherever etc. M Cash was sold through the humans delivering it.
For the fist time ever, M Cash finished 2022 as the #1 top-of-mind brand in the sector.
In 2024 we made a hit literally and figuratively, with a song the whole country already knew. [See how we did it →]
Pillars used: Strategy & Decisions · Creative & Production
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