Home Credit Bank approached Therapy at the end of 2016 with a very clear challenge; how do you positively change perceptions of a bank, on the back end of a financial crisis?
In a category where the language, culture and process was all geared towards negativity and buying ‘things’, we needed to affect a category flip.
We diagnosed that the benefit of banking was so much more than just the things you purchased. Yes, you need a dining table but you want a dining table that allows you to have meals with your family and friends.
With that thinking in mind, Now, Everything’s Possible was born, launching in September 2017.