“DANGER! Loan shark zone”, read the warning signs that are placed outside different creditors’ headquarters around Stockholm. Anyfin has set to challenge the finance industry – and does it by warning the general public about loan sharks.
Anyfin, a Stockholm-based fintech startup that helps consumers lower their credit costs on existing part-payments, private loans and credit cards, was founded by former Klarna, Spotify and iZettle employees and has been celebrated as one of the world’s best fintech innovators.
As their latest move against the trust-lacking financial industry, the startup has declared war against loan sharks. All around inner-city Stockholm, outside the headquarters of Klarna among others, Anyfin has placed signs with a tongue-in-cheek warning saying that one has entered a “loan shark zone.”
Mimmi Grafström, head of marketing at Anyfin, said: “Anyfin was founded to give back power to the consumer and to make sure people don’t pay more than necessary in credit costs. All the things loan sharks usually aren’t known for.”
In addition to the guerilla marketing around the city, the campaign warns people in digital spaces related to their dodgy competitors. By using Google Adwords, ads warn people when searching topics related to Anyfin’s competitors, and through programmatic banners the message will appear in news media next to articles about these competitors.
Sara Edbom, art director at Acne, said: “Some people think loan sharks are an extinct species, but that’s a myth. They’ve just moved to dry land and gotten themselves a suit, a nice pair of shoes and a fancy office. They prey on peoples’ savings and it’s our responsibility to warn the public about them.”
Senior Art Director: Isaac Bonnier
Final Art: Henrik Åkerberg
Art Director: Sara Edbom
Copywriter: Rasmus Tsardakas Renhuldt
Executive Creative Director: Erik Bergqvist
Account Director: Johanna Gradin
Account Manager: Daniella Dzijan