Gem gets personal

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Gem, the NZ financial services brand that was previously part of global brand GE Money, has launched a new marketing campaign to challenge conventional thinking about personal loans.

The campaign line Got a plan? Now you can aims to encourage New Zealanders to turn their plans into reality through smart financial thinking. By using entertaining examples of long-term planning, the campaign helps viewers understand that a Gem personal loan can empower them to achieve their life goals.

It is the first big brand campaign for Gem since it recently transitioned from GE Money, and the brand transition strategy, brand experience and external campaign were developed by Gem’s branding agency FutureBrand, in partnership with media agency Dynamo.

Auckland-based Caroline Rainsford, director of marketing and product at Gem, said, “We needed a bold creative idea that challenged category conventions and differentiated us from our competitors.

“Personal loans are often viewed negatively and seen as the only way forward when all other options are exhausted. However, we know that customers who have had a personal loan see it as an empowering tool which helps them take control of their financial future.

“Gem’s customer research shows that most borrowers have a bigger picture in mind of how they see their lives progressing – financially and practically.”

The brand campaign launched across TV and digital at the weekend, and will run throughout 2016.

A credits list was not available at press time.

About Gem
Gem is part of Latitude Financial Services, which looks after more than 2.5 million customers across New Zealand and Australia and has forged solid, long term partnerships with some of the region’s most iconic and successful retailers. Gem’s range of products includes personal loans, insurance, credit cards, interest free and promotional retail finance.

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