easyfinancial highlights the financial reality for everyday Canadians in new "money that matters" campaign

TORONTO, ON - May 25, 2018 - easyfinancial, a division of goeasy Ltd. (TSX:GSY), introduced its“Money that Matters” platform with a new advertising campaign from independent creative agency Arrivals + Departures. The campaign focuses on representing the realities of the customers they serve and the company’s mission to help thesecustomers not only with the credit they need today, but also with the help they need to rebuild their credit for a better financial future.

“There are a lot of misconceptions about who our customers are,” said Andrea Fiederer,goeasy’s CMO and EVP. “The reality is that there are over 7 million Canadians who are considered non-prime consumers and may not qualify for loans from banks and traditional lenders. Approximately 80% of our customers struggle when a financial emergency comes up. They are most often looking for loans to pay unexpected bills, car repairs, or medical and dental expenses that the average Canadian paycheque can’talways cover. Over 60% of our customers report having been turned down by a bank. We believe that these customers deserve a second chance, and the ability to rebuild their credit so they can graduate to lower rates and ultimately prime credit.”

“We wanted to show the real easyfinancial customer: who they are, their needs, their struggles, their realities” says Jason Locey, Chief Creative Officer, Arrivals +Departures. “These are everyday, hard working Canadians. Good people who find themselves struggling to keep up when life doesn’t go perfectly. We really wanted thatto come out in the creative work. And to let them know that relief and hope for a better tomorrow is possible.”

The Money that Matters campaign is designed to highlight that whatever your situation, easyfinancial is there to provide you with so much more than just the credit you need today. Although the credit that easyfinancial extends matters significantly to the customers who have immediate needs, what matters even more is the ability to help customers over the long term as they rebuild their credit and build a path forward towards financial success.

The campaign includes 30 and 60 second TV spots with a National specialty media buy supported by Cairns Oneil, two 30 second radio advertisements in select markets across Canada, integrated digital advertising, and in-store point of sale materials that will roll out in the coming months.

Strategy (Direct Article Link)