FACILE.IT
Beyond Stereotypes: The New Narrative
FACILE.IT
Beyond Stereotypes: The New Narrative
Reframing loans: from judgment to empowerment
Loans are often perceived negatively, seen as a sign of financial struggle. With Facile.it, the leading loan comparison platform, we set out to flip that perception. How? Linking personal loans to the most special day of all: a wedding — a deeply desired, yet costly event.
To break this old taboo, we teamed up with Facile.it to launch a simple yet impactful PR campaign with a clear goal: to give loans a fresh new image — more relatable, more approachable, and yes, even a little bit cool in the eyes of Italians.
Together with Facile.it’s research center, we traced the evolution of Italian weddings from the 1980s to today, exploring how traditions have changed — from gifts to guest lists and, most of all, costs — across the country. One standout fact became our key communication driver: getting married today costs between €20,000 and €50,000! This insight led to a study that revealed a striking truth: 1 in 5 couples give up on getting married for financial reasons, while 10% have taken out a loan in the past two years to cover wedding expenses. This trend highlights not only how burdensome the cost of a wedding has become but also how a loan can be the solution to make the most beautiful day truly unforgettable
Bronze Award TECH & ICT category
