One client that we’ve loved working with for a while now is Sweet Home Federal Credit Union. We developed a “Love Your Loan” campaign that has boasted a match-making game, TV commercial and hand-written love letter from your loan. As part of a mini-campaign focusing strictly on auto loans, we kept with the theme and sent out air fresheners for your new car. Because the best part of every new car is the smell, right? The smell of the loan that made your purchase possible. Everyone loves getting a new car. Typically, your new car is in some way superior to the car that preceded it. It’s newer. It breaks down less (or not at all). It has satellite radio instead of a cassette player. It has a back-up camera and park assist to help you smash into fewer things and people. It has a sunroof. It is that awesome cerulean color that seems to be so popular.There are any number of reasons that any car might be better than any other car. What were we talking about? Everyone is really quick to brag about a new car. But you know what doesn’t get the attention it deserves? The financing that made that new car possible. Without it, your new car doesn’t exist. But you rarely hear anyone say, “oh man, check out this sick loan I just got. Oh yeah, and I got a new car too. But seriously, this loan!” So we’ve been focusing on the loans themselves. Because without them, new cars are only for the 1%. And here at TQS and SHFCU, we support the 99%. To promote the auto loans at SHFCU, we sent out a mailer to thousands of people promoting the often-overlooked “new loan smell.” It’s reminiscent of the famous “new car smell,” only this one smells deliciously of new paper, fresh ink and excitement (and a little bit like regular air). Hang it on your rearview mirror, and never forget the loan that made the new car you’re sitting in a loan-scented reality. Go ahead – breathe deep and dream of auto loans.
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