building a bank that gets the hustle
the challenge
Launching a LA based digital challenger bank targeting free thinkers, rebels and entrepreneurs.
In a regulated, traditional and competitive market, we needed to cut through by building a connection with a distinct audience group.
To be successful, we needed to rise above the rational “flexible banking & credit” proposition, stand for something bigger and enlist early adopters to subscribe to banking with Oxygen.
THE STRATEGY
Doing your own thing is hard – it affords flexibility but it’s not all rainbows and unicorns. There isn’t stability of income nor the structure of a jobber’s life.
Deep-diving into the audience mindset and why they choose this relatively hard(er) path – we derived that they were hustlers at heart.
But what does hustle mean? It’s an attitude, courage to live life on your terms, strength to not give up and the belief you’ll make it.
There is no shortage of Fintech brands, marketing concepts like ’emotional banking’, ‘human banking’, ‘simple banking’ and ‘easy banking’. But no bank was willing to take a leap of faith and extend credit to this audience set – in the absence of pay stubs and regularity of income.
But Oxygen is different. They believe in the hustle and are willing to take a chance whether someone is starting slow, speeding ahead or just ready to roll.
They’re an extension of their consumer’s support network.
Our digital, social and OOH campaign ‘We Believe’ brought to life the trials and tribulations of hustlers, positioning Oxygen as the companion in their journey.
