We Make it Possible

Campaign for Latitude Money Team

As Latitude’s Creative Director and Copywriter on this 2025 project, my goal was to make Latitude the first brand people considered when financing the moments that matter.

The challenge

With marketing budgets tightening, Latitude, like many brands, had become heavily focused on performance and conversion. But while that works in the short term, it gets expensive fast. As Australia’s second-largest Personal Loans provider, we wanted to test whether brand-led communication could increase consideration when run alongside our performance activity.

Strategy

Personal Loan decisions are made fast, often within 24 hours, and price usually wins. But when you can’t always compete on rate, you have to compete on emotion. Our strategy was to lean into Latitude’s strengths, trust, heritage and flexibility, and give customers a reason to feel they belonged with Latitude, not just a reason to apply. We delivered the message through BVOD and radio to drive both reach and emotional impact.

Impact

After successful tests in key territories like Queensland and New Zealand, We Make it Possible, has now become the central platform used across the business