For this one we tried to blend some of that soft brand focus with something a little more direct response oriented (some would say attempting both is a fools errand, but I think it can be done). Thanks to user research we knew that customers did not know taking out a personal loan to pay off credit cards could be a smart financial move (depending on interest rates). We highlighted that here, even going as far as having the actress say, “I didn’t even know you could do that.” This ad performed incredibly well, and I think that bit of discovery is what helped.