324 media hits (including 11 TV features)
68mln OTS
+23% conversion rate
FACILE.IT
Beyond Stereotypes: The New Narrative
With Facile.it, we turned loans from taboo to triumph — even on the most unforgettable day!”
324 media hits (including 11 TV features)
68mln OTS
+23% conversion rate
FACILE.IT
Beyond Stereotypes: The New Narrative
With Facile.it, we turned loans from taboo to triumph — even on the most unforgettable day!”
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.
Challenge
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.
Actions
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
Premi
the prize 2025
Bronze Award TECH & ICT category
