ME2ME
Client
MoneyLion (Real Client) @ MAS
Team
Art Director: Pedro Sacilotto Copywriter: Amanda Winch Strategist : Brian Kim, Jessie Davis, Samantha Perlman
The Ask
Leverage SpotMe to acquire new MoneyLion users.
**SpotMe is a service for users to advance the cash without interest from the MoneyLion app.
Background
MoneyLion is a start-up fin-tech company that was founded in 2013. The company currently offers lending, financial advisory, and investment services to consumers. The company’s goal is to optimize financial management while boosting their credit.
Audience
22-35 years old Young Americans — children of parents who worked relentlessly to secure their American dream for their children.
Issue
Support from cash advances and P2P transfers create dependency.
Discover
Young Americans are skeptical about using cash-advance option because they are worried to be trapped into the debt cycle, and P2P creates social anxiety (FOMO), and tension between peers. Therefore, Young Americans rely on their friends to borrow money. However, we found 40% of Young Americans most likely to end relationships with their peers when money involves between them.
Think
Young Americans don’t want to rely on others to achieve financial independence— they think dependency is a shame. They feel tremendous pressure to make good on the investment others’ have made in them. Therefore, financial independence is pivotal for Young Americans to feel successful.
Challenge
Introduce SpotMe as a tool that lets Young Americans rely on themselves for financial support.
