Peer-to-peer marketplace Harmoney turned the mic to its borrowers when it created a user-generated advertising and marketing campaign called Make it Happen.
“Since launching in 2014, Harmoney has helped more than 30,000 Kiwis to ‘make it happen’,” said head of marketing Ed Bell, “so the campaign is a natural culmination of the various real-life stories of those that use the platform to borrow money.
“For example, when Auckland woman Tracy’s dog Robbie lost the use of his back legs, she was faced with either having to put her beloved dog to sleep, or buy an expensive wheelchair to enable him to have the quality of life he deserves.”
“She decided to take out a small loan via Harmoney so that she could purchase the wheelchair straight away,” Bell said.
“After sharing her story and a short video, Robbie became the star of one of Harmoney’s TV adverts and online marketing material for this campaign.”
The clip of Robbie running in this wheelchair was shot by his owner Tracy. The ad was completed by freelance editor/director Craig Murray (who has his own freelance company called Command Post).
Harmoney did engage with a design agency (Buffalo & Co) early on for initial assistance with development, however the full development and ideation was driven by Harmoney’s in-house team, utilising content from the platform’s borrowers.
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